McDonald's |
That’s why I call McDonald’s “Méqui.”

Insight

For some years now, McDonald’s Brazil has been investing in campaigns celebrating the public’s connection with its products, from how each person customizes and enjoys the items to those unexpected moments when it’s impossible to resist a sandwich. However, it had been a while since the brand focused on another type of connection: the emotional one. This emotional connection is not just a marketing strategy, but a testament to our commitment to understanding and meeting the needs of our audience. With this in mind, and after several analyses, we understood that the chain is deeply intertwined with the daily lives and history of the Brazilian public. So much so that people no longer call us by our formal name but by a nickname: “Méqui.”

It was time to reveal our audience's emotion, connection, and story. And, as a cause-and-effect chain, to highlight the “micro-moments” that transform McDonald’s (formerly just a fast-food restaurant) into Méqui (a cozy place and the setting for unforgettable memories). This is how our campaign was born, showcasing four real stories. These stories were not chosen randomly, but were carefully selected after extensive research, ensuring their authenticity and resonance with our audience.