Best Burger / McDonald's

The Big Mac, Cheeseburger Royal, and Double Cheeseburger burgers are served even hotter, juicier, and fresher. “Wir haben sie verbessert, ihr macht sie perfekt” ("We've improved them, you make them perfect") is the campaign idea. McDonald's is thus relying on self-irony.

At the heart of the campaign are three commercials. The films not only explain the optimized preparation in the kitchen and that only burgers produced fresh to order are served, but also that the guests are not impressed by this. Instead, they follow the eating habits they have cultivated over many years as McDonald's fans. 

In addition to TV, OOH, DOOH, and online, the campaign is accompanied by numerous social media measures that focus on the quirky and endearing eating habits of the guests and make this a topic in the community.