The Ask: How do we get our Big Mac consumers (frequent & infrequent) to have an emotional connection with the product? Develop a creative brief that works towards this.
Target Audience:
Busy, health-minded eaters who are focused on getting enough protein in their day
Issue: For many people, reaching daily protein goals is a challenge— the convenient options are often expensive, bland, or unappetizing. On-the-go choices tend to be chalky shakes or dry, flavorless bars, making it difficult to meet goals without sacrificing taste or budget. This leaves consumers frustrated, stressed, and unsure where to turn for a high-protein meal that’s fast, affordable, and actually enjoyable.
Insights: Experts recommend getting 50–100 grams of protein a day, depending on your body and goals.
But hitting that number isn’t always easy- especially when life gets busy.
That’s when people tend to grab a protein bar or shake.
They’re quick, sure- but they’re not always satisfying. They don’t feel like a real meal.
What most people don’t realize?
A Big Mac delivers 25 grams of protein.
Hot. Filling. Craveable. And way more enjoyable than a chalky bar.
Objective: Make McDonald’s a surprising ally in the daily protein hustle
Strategy: Reframe Big Mac as an easily accessible and satisfying protein option.
Ditch the bar. Smash a Big Mac—hot, tasty, and ready when you are.
Deliverable Ideas
Post-Workout Transformation: Big Mac Edition
Watch a fitness influencer crush their workout, then indulge in a Big Mac. As they finish, they flex in the mirror—and their muscles explode in size, defying all logic. Is this the secret to instant gains?
Social Media Ad Ideas
Meal Prep Struggles vs. Big Mac Bliss
Tired of the endless meal prep grind to get your protein in? Watch as someone battles with bland containers and colorless veggies (black & white)... before ditching it all for the vibrant, mouth-watering joy of a Big Mac (in full color). Why make things hard when you can make them delicious?
The Secret to Getting Ripped—Revealed!
You’ve seen the jacked bodybuilders, but what’s their real secret? One guy spills the truth: 'It’s all about Big Macs. Watch as he devours a stack of them and proves that muscle growth might just be a bite away.
