McDonald鈥檚 Netherlands is giving fans centre stage with the launch of its 鈥楩an Favorites鈥 campaign. For the first time, customers can create their ultimate McDonald鈥檚 order via the McDonald鈥檚 App鈥攃omplete with a personalised mini-campaign and an exclusive discount. But it doesn鈥檛 stop there: McDonald鈥檚 is on a quest to discover the ultimate Fan Favorite in the Netherlands. The digital-first campaign was developed by TBWA\NEBOKO in collaboration with Ace Social and OMD Netherlands.
Currently, the most-ordered combination is a Big Mac Meal paired with a Happy Meal. But will it remain on top, or will a new favorite emerge? During the campaign, fans are challenged to dethrone the reigning champion. Using AI, they can generate their own campaign visuals and share them, rallying support to make their go-to order the most beloved in the country. The most popular choices will even be featured in a nationwide online and outdoor campaign.
鈥淭his campaign is all about celebrating the diversity of taste preferences,鈥 said Stijn Mentrop-Huliselan, CMO of McDonald鈥檚 Netherlands. 鈥淲e鈥檙e giving our fans the power to put their favorite order on the menu鈥攓uite literally. It鈥檚 a true example of 鈥榮haring the pen,鈥 showing that McDonald鈥檚 has something for everyone.鈥
Dani Polak, head of creative innovation at TBWA\NEBOKO, added, 鈥淲ith this campaign, we鈥檙e taking personalization and fan engagement to the next level. By leveraging generative AI and social sharing, we鈥檙e turning every McDonald鈥檚 fan into an ambassador of their favorite order鈥攁n innovative and playful way to strengthen brand experience.鈥
The campaign is rolling out across social media, online video (OLV), TV, radio, outdoor, in-store, and the McDonald鈥檚 App.