Fresh ideas and fast food: McDonald’s

logo of narrative
Logo cossette

By Cossette, The Narrative Group

For McDonald’s

How the world’s largest fast food chain keeps from going stale.

Cossette’s award-winning, brand-building work for McDonald’s included a “Is a Big Mac with bacon still a Big Mac?” campaign which broke a YouTube one-day engagement record, and an ingenious “Follow the arches” out-of-home campaign took home a Cannes Grand Prix. 

The Narrative Group breathed new life into familiar McDonald’s products by creating limited-time meals in partnership with cultural celebrities. In 2020, the Travis Scott Meal broke the internet, McDonald’s supply chain, and North American sales records. In 2021, Narrative followed that success on a global scale with The BTS Meal, launched using a social strategy playbook inspired by the way K-pop albums are released.  


“Follow the arches” reinvented McDonald’s OOH strategy, and was expanded to markets around the world



Big Mac Bacon sales were 37% higher than forecast

$10 billion

The Travis Scott Meal is credited with adding $10 billion to the company’s market cap