McDonald’s collaboration with gourmet chefs has been a huge success. For the fifth iteration with Michelin-chef René Mammen, the focus shifted from the burgers and the chefs to the collaboration itself. The aim was to highlight why chefs and McDonald’s are a perfect match and to show their shared values to the Danish audience.
The shared value was speed. René, full of energy, thrives on speed, just like McDonald’s. This led to the “fart på” concept, celebrating speed. A herofilm was launched, showcasing the fast-paced environment of McDonald’s, René developing the burger, and its rapid preparation by employees.
The campaign significantly boosted McDonald’s perceived quality focus by +9%. Credibility was notably higher compared to previous campaigns, making the execution feel more authentic and reducing the perceived mismatch between gourmet chefs and McDonald’s.
