The Hottest Collab of 2018: The Big Mac® x Bacon
McDonald’s plays off of sneaker culture to hype up its latest offering.
Alexander Wang x Adidas, Supreme x Louis Vuitton, Fenty x Puma, Big Mac® x Bacon. To kick-off the celebration of the 50th anniversary of the iconic Big Mac, McDonald’s Canada is releasing the Big Mac x Bacon: Limited Edition Collaboration.
The collab launched with a weeklong teaser campaign across the country, filled with cryptic black and white imagery and design that played off fashion and sneaker culture, hinting at a mysterious upcoming collaboration: “BM x B.” A teaser TV spot aired during the Grammy’s to hype up the new mystery collab. “It’s the combination of two greats. Two powerhouses,” a mysterious voice said.
On January 30th, it was revealed that this next great release is actually the collaboration of Big Mac and Bacon. A series of cheeky black and white films across television, online, and outdoor, feature high fashion types analyzing and explaining this new collab’s importance to culture.
“We really wanted to showcase the Big Mac in a modern and relevant way by integrating it into pop culture, while at the same time not taking ourselves too seriously,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “We took inspiration from how a fashion company might launch an exclusive collection by revealing the promotion as a limited-edition collaboration, through a series of billboards and ads until we finally revealed the Big Mac, treating it like the cultural icon it is.”
“Over the course of its 50-year history, the Big Mac has become a culinary icon and the recipe has remained unchanged since its introduction. That’s pretty remarkable,” says Jeff Anderson, McDonald’s Canada Chef. “The addition of another Canadian classic—bacon—to the sandwich for a limited-time symbolizes the modern McDonald’s journey, with innovative menu items alongside much-loved classics."
“The Big Mac x Bacon was designed to feel contemporary in outlook,” says Peter Ignazi, Global Chief Creative Officer, Cossette. “The look and feel were a departure from traditional McDonald’s campaigns to support the weeklong teaser period and misdirect fans into thinking the collaboration was between two fashion or cultural icons. We created a complete design system that included a custom bacon logo and an edgy modern typeface."
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