Smiling Faces Replace Products in McDonald’s Netherlands Pricing Campaign

Prices that make you happy: that is McDonald’s Netherlands’ message in their latest campaign. In a time where everything seems to get more expensive, this campaign shows, in a disruptive fashion, that you’re at the right place at McDonald’s for affordable deals. The obvious outcome: a big smile on your face.   

The campaign was created by TBWA\NEBOKO and TBWA\X in collaboration with McDonald's Netherlands. The launch takes place in outdoor with a follow-up on TV, online, radio and the McDonald's Netherlands App.

Karin van Prooijen, marketing manager media and campaigns at McDonald's Netherlands, "We did not want a typical value campaign with products. We were looking for a way to link value to brand feeling and did this by showing the effect of our affordable range of products on people. Of course, we are aware that we are asking something of the viewer, but that is the strength of this campaign, and the approach of the total media mix we have chosen."

Dennis Baars, creative director at TBWA\NEBOKO, "McDonald's understands outdoor like no other. Look at the effect that the poles with the yellow M next to the highway have on people. The smile that appears when someone sees this is what we tried to capture in this execution by linking it to the price. That image was so strong that we no longer needed a product or explanation."