Create awareness and a buzz around the launch of the new Chili Cheese Fries in SA.
Sharing, as an activity, has been around forever. It’s a considered action that indicates care for, fondness of and comfort with another individual or group of people. Sharing food has always been a social ritual. So we decided to pay homage to this snacking and sharing ritual.
The Most Snackable Snack of the Century
We used South African social media culture tactfully and created thumb-stopping content that stood out – And what better way to do that than with snackable memes? We meme-ified (free because budget) beautiful classcial art paintings and made our very own localised classical art memes centred around snacking, sharing, not sharing and topically relevant, cultural and social nuances.
*It was also the first campaign where McDonald's communicated in almost all of the 11 official languages.