“So good you’ll want to hide it,” states the opening line of McDonald’s new campaign celebrating the much-loved McFlurry.
Launched in Portugal with TBWALisbon, a long-standing creative partner for McDonald’s, the campaign takes an unexpected approach by launching a limited-edition apparel line, featuring three shirt styles.
Available for purchase exclusively through the McDonald’s app in Portugal, the shirt styles tie into the current designs of McFlurry cup packaging.
Each shirt identically matches McFlurry packaging, making it easy to camouflage your McFlurry when friends want a taste of the quintessential McDonald’s dessert.
The "Camouflage" campaign takes a traditional approach by focusing on print design and OOH advertising.
Additionally, to further promote the campaign through social media marketing, the fast-food giant has teamed up with local influencers Barbara Ines and Artur Catfish, who will be presenting the apparel to their followers.
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The McFlurry campaign, perfectly timed to the sweltering summer season in Portugal, has garnered great results for McDonald's.
According to a press release, McFlurry sales have increased by 50% in Portugal following the "Camouflage" campaign.
Edited by Nikola Djuric