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McDonald’s Netherlands is giving fans centre stage with the launch of its ‘Fan Favorites’ campaign. For the first time, customers can create their ultimate McDonald’s order via the McDonald’s App—complete with a personalised mini-campaign and an exclusive discount. But it doesn’t stop there: McDonald’s 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.

“This campaign is all about celebrating the diversity of taste preferences,” said Stijn Mentrop-Huliselan, CMO of McDonald’s Netherlands. “We’re giving our fans the power to put their favorite order on the menu—quite literally. It’s a true example of ‘sharing the pen,’ showing that McDonald’s has something for everyone.”

Dani Polak, head of creative innovation at TBWA\NEBOKO, added, “With this campaign, we’re taking personalization and fan engagement to the next level. By leveraging generative AI and social sharing, we’re turning every McDonald’s fan into an ambassador of their favorite order—an innovative and playful way to strengthen brand experience.”

The campaign is rolling out across social media, online video (OLV), TV, radio, outdoor, in-store, and the McDonald’s App.