The Challenge
McDonald’s has always built their burgers in the same way: with a top bun, and a bottom bun. But as a company celebrating diversity – just like Copenhagen Pride does – perhaps it was time to do something a little less straight.
The Idea
Being a proud sponsor of Copenhagen Pride, McDonald’s Denmark introduced a new type of burger on the day of the parade in 2017: Pride Buns. In all of McDonald’s restaurants in Copenhagen, burgers were built with two bottom buns – or two top buns! Because two of the same kind are also a great match.
The Results
Restaurants selling Pride Buns burger sold +75% "McFeast/Pride Buns" compared to normale daily sales.
McDonald's achieved the highest engagement score of all Pride participating organizations.
The campaign film reached more than 500.000 Danes on Facebook (close to 10% of the population) and almost half of those engaged with the post.
The campaign was named Best Pride Celebration, TV2 Danmark.
CCA 2018, Silver, Advertising — Events
