McDonald's Canada Earns Some Street Cred

February 12, 2018

McDonald's Canada Earns Some Street Cred


McDonald’s Canada is riffing on millennial culture with its latest “Big Mac x Bacon” campaign to celebrate the 50th anniversary of the Big Mac.


The “limited-edition collaboration” developed by Cossette introduces the iconic sandwich to bacon and takes a cue from hyped-up fashion collabs like Alexander Wang x Adidas and Fenty x Puma.


“The Big Mac and bacon are two of the most talked about foods on the planet. They’re bonafide culinary celebrities,” says Peter Ignazi, global chief creative officer of Cossette. “So when the two get together, it’s the ultimate collaboration. We wanted to position the Big Mac x Bacon to rival the likes of Adidas and Kanye.”


A teaser during the Grammys telecast at the end of January hinted at a big collaboration called BMxB, before the full rollout of the campaign dropped last week. Arty black-and-white ads on TV, outdoor and online pump up the idea of the partnership being one that has major cultural impact. Cossette also developed a custom playlist, a sponsored playlist and ads for Spotify, and is engaging influencers on social media to help spread the word.



“All the work during the teaser phase really shines for us. It ended up doing exactly what we wanted,” says Ignazi. “There were posts all over social media speculating what was dropping on January 30, and what ‘BMxB’ meant. When the mysterious 15-second commercial during the Grammy’s promised ‘the combination of two greats,’ a few keen viewers thought for sure it was the collaboration between Bruno Mars and Beyoncé.”


He continues, “Sneaker culture takes itself really seriously—hour-long lineups just for a chance to buy a pair of rare shoes you’ll never even wear. But the Big Mac is one of the most widely available products on the planet, and as most people have realized, you can still ask to add bacon to it after the “limited-edition” promotion ends.”


Check out some of the spots below.







Client: McDonald’s Restaurants of Canada Limited

Chief Marketing Officer & SVP: Antoinette Benoit

Senior Advertising & Media Manager: Hope Bagozzi

Senior Marketing Manager: Jean Guillaume Bertola

National Marketing Manager: Rebecca Smart

Regional Marketing Supervisor: Mélissa Hains

National External Communications Manager: Adam Grachnik


Agency: Cossette

Title: Big Mac x Bacon Limited Edition Collaboration

Chief Creative Officers: Carlos Moreno, Peter Ignazi

Group Creative Director: Simon Clancy

Creative Directors: Ed Morris, Troy McGuinness, Patrick Michaud

Art Director: Spencer Dingle

Copywriters: Jordan Hamer, Ben Duquette

Designers: Oleg Portnoy, Eric Wood

Agency Producers: Barb Gibson, Marie-Pier Poulin

Content Strategist: Youri Hollier

Director, Strategy: Jon Crowley

VP, Strategy: Scott McKay

Account Executives: Yvonne Li, Michaela Crompton

Account Supervisor: Asmait Hailu

Account Director: Lindsay Mertiri

Group Account Director: Serene Gaspar

SVP, Managing Director: Kathy McGuire

Product Manager: Chloe Drolet

Studio Director: Raquel Mullen

Senior Retoucher: Trevor Gauthier

Senior Production Artist: Graham Washer

Senior Digital Project Manager: Jeff Maynard


Production House: FRANK Content

Director: Craig Brownrigg

Line Producer: Marie Robertson

Executive Producer: Danielle Kappy

Director of Photography: Stuart Campbell

Food Stylists: Carol Brown, Noah Witenoff


Colour/Transfer Facility: Alter Ego

Colourist: Wade Odlum

Colour Assistant: Kevin Wu

Online Facility: Alter Ego

Executive Producer: Cheyenne Bloomfield

Motion Graphics Designers: Ian Flaig, Rob Fisher

VFX Artists: Steven McGregor, Andres Kirejew

VFX Assistant: Sebastian Boros


Casting: Mann Casting

Casting Director: Steven Mann


Offline Edit: Married to Giants

Editor: Raj Ramnauth


Audio House: Berkeley Inc.

Audio Engineer: Jared Kuemper


Photography: Fuze Reps

Photographer: Carlyle Routh

Production House: Soda

Executive Producer: Mina Jang

Photographer: Nick Hall-Wood


Media Agency: OMD

Strategy Supervisor: Logan Lindsay

Digital Specialist: Kyla Ames

Account Manager: Kathy O’Meara

Vice President Group Director Broadcast: Doug Scott


PR Agency: Weber Shandwick

Director, Client Experience: Lauren Thomson

Senior Art Director: Brendan Watson

Supervisor, Integrated Media: Nare Tutundjian

Senior Associate, Integrated Media: Fatma Othman