Brand Tracker

Welcome to the automated Brand Tracker diaries.

New Zealand

Pak’nSave and McCann New Zealand serve up ‘Makeaways’ campaign

Brand: Pak’nSave

Campaign: Makeaways

Source: https://stoppress.co.nz/campaigns/paknsave-and-mccann-new-zealand-serve-up-makeaways-campaign/

Goal: Encourage Kiwis to make their favorite fast-food meals at home for less.

Claim: Make the takeaway, 'nSave.

Media: Outdoor advertising, digital OOH, SEO, social media, online recipes

Summary: McCann New Zealand and Pak’nSave launched the 'Makeaways' campaign, encouraging Kiwis to skip takeaway queues and recreate their favorite fast-food meals at home for less. The campaign features location-targeted billboards displaying ingredients for various meals, aimed at intercepting cravings at the right moment. It promotes indulgence without guilt by allowing consumers to make what they want for a fraction of the price.

Asia

G-DRAGON Takes His McDonald’s Obsession on an Asia Tour

Brand: McDonald’s

Campaign: G-DRAGON Collaboration

Source: https://www.marketing-interactive.com/g-dragon-takes-his-mcdonald-s-obsession-on-an-asia-tour

Goal: To promote a new Asia-wide collaboration menu item and merchandise with G-DRAGON

Media: short film, social media

Summary: G-DRAGON is starring in a new campaign film for McDonald's as part of an Asia-wide collaboration that showcases his love for the brand. The campaign includes a new menu item featuring Gochujang butter sauce across 13 Asian markets, and G-DRAGON's label will release limited-edition merchandise. The campaign aims to engage fans and promote the collaboration.

collaboration fast food K-pop limited edition

How Domino’s is taking on the Big Mac, Whopper and other fast-food icons

Brand: Domino’s

Campaign: Pizza Can’t. The Domino Can

Source: https://www.marketingdive.com/news/how-dominos-is-taking-on-the-big-mac-whopper-and-other-fast-food-icons/828994/

Goal: Drive awareness and trial of the new Domino product

Claim: Pizza Can't. The Domino Can

Media: NFL international season opener on Netflix, Emmys, linear, online video, connected TV, paid digital, social channels, high-impact out-of-home placements

Summary: Domino's has launched the 'Pizza Can't. The Domino Can' campaign to promote its new rectangular Detroit-style personal pizza. The campaign features a hyperbolic, darkly comedic tone, showcasing the pizza's versatility and aiming to disrupt traditional fast-food narratives. It includes various media placements, including ads during significant events like the NFL season opener and the Emmys, as well as social promotions targeting competitors. The brand encourages consumers to evaluate whether the Domino can compete with beloved fast-food items.

advertising campaign launch fast food Pizza

Japan

The Increase in Competitive Tsukimi Products is ‘Delightful’: The Aim of McDonald’s ‘Tsukimi’ 35th Anniversary and the Reason for Separate CM Appearances by Daichi Shiozaki, Maika Sasaki, and Aoi Miyazaki

Brand: McDonald’s

Campaign: Tsukimi Family Promotion

Source: https://www.advertimes.com/20260827/article555518/

Goal: Celebrate the 35th anniversary of Tsukimi burgers with a new product lineup.

Media: Television

Summary: McDonald's Japan announced the launch of the 'Tsukimi Family' limited seasonal products starting September 2, coinciding with the 35th anniversary of the Tsukimi Burger. The campaign will feature three television commercials and aims to embrace the increasing competition in the seasonal Tsukimi food market. The offerings span from breakfast to snacks, focusing on maintaining customer trust while also refreshing the menu to enhance customer engagement.

anniversary campaign fast food product launch seasonal promotion

United Kingdom

McDonald’s Enters the Worlds of Xbox with a Campaign That Brings Video Games to the Menu

Brand: McDonald’s

Campaign: Side Missions

Source: https://www.imagensdemarca.pt/artigo/mcdonalds-entra-nos-mundos-da-xbox-com-campanha-que-leva-videojogos-para-o-menu/

Goal: To connect the gaming universe with fast food through a limited menu inspired by popular video games.

Media: Mobile application for rewards and exclusive content

Summary: McDonald's has launched a campaign titled 'Side Missions' in collaboration with Microsoft and Xbox, introducing limited edition menu items inspired by popular games such as Halo, Fallout, Forza Horizon, Overwatch, World of Warcraft, and Candy Crush in the UK and Ireland. The initiative allows gamers to experience elements from these universes through food, while also offering digital rewards and exclusive content for the associated games via the McDonald's app.

Brand Collaboration fast food gaming limited edition

China

McDonald’s China turned a bag of fries into the most coveted drop of 2026 (a paper backpack)

Brand: McDonald’s

Campaign: Big Fries Day 2026

Source: https://infonegocios.biz/infomiami/mcdonald-s-china-convirtio-una-bolsa-de-papas-en-el-drop-mas-codiciado-de-2026-una-mochila-de-papel-2

Goal: Create a desirable product that rewards brand loyalty

Claim: Nostalgia and functionality = a product used, not stored

Media: Social media

Summary: McDonald's China executed a luxury marketing strategy for the 2026 Big Fries Day by collaborating with a local artisan to create the Big Fries Backpack, a limited-edition product that sold out in three days. The backpack, made of durable Tyvek, was designed to attract community engagement and reward loyal customers with exclusivity. This campaign has built an annual tradition filled with anticipation, showcasing that the value lies not in selling more, but in making fewer items available to increase desire.

Brand Loyalty community engagement fast food luxury marketing

France

Burger King France puts its Baby Burgers in pizza boxes to make a splash during football nights

Brand: Burger King

Campaign: Baby Burgers in Pizza Boxes

Source: https://www.reasonwhy.es/actualidad/burger-king-baby-burgers-cajas-pizza-colarse-noches-futbol

Goal: Engage football fans during game nights

Summary: Burger King France is promoting its Baby Burgers by packaging them in pizza boxes to attract attention during football nights. This innovative approach aims to blend the excitement of football with their food offering.

fast food football marketing

United States

Burger King rolls out Whopper Guarantee as part of turnaround effort

Brand: Burger King

Campaign: Whopper Guarantee

Source: https://www.marketingdive.com/news/burger-king-rolls-out-whopper-guarantee-as-part-of-turnaround-effort/825562/

Goal: To improve customer satisfaction and address feedback

Claim: We’re Here to Help

Media: linear TV, connected TV, YouTube, social

Summary: Burger King is enhancing its brand elevation efforts with the Whopper Guarantee and the introduction of Your Way Champions. The Whopper Guarantee allows dissatisfied customers to have their burger remade and receive a coupon for a free Whopper. This initiative is part of a broader response to customer feedback and is featured in a new advertisement. The campaign aims to foster better customer relations and has already contributed to sales growth.

customer satisfaction fast food marketing

Sweden

Iwo Zakowski: From Burger King to MTG’s Midcore District

Brand: Burger King

Campaign: The Moldy Whopper

Source: https://www.resume.se/arbetsliv/folk-pa-vag/fran-moglande-burgare-till-mobilspelsjatte-iwo-zakowski-tar-over-mtgs-midcore-district/

Goal: Highlight the quality and freshness of their ingredients

Summary: Iwo Zakowski, who previously worked at Burger King and Supercell, has taken on the role of marketing director for MTG's midcore portfolio. He is recognized for his involvement in the award-winning 'The Moldy Whopper' campaign, which became 2020's most awarded campaign. Zakowski emphasizes the importance of creativity in marketing and brings experience from diverse industries to his new position.

campaign management fast food marketing video games