Regular McDonald’s fans tend to have regular orders. There’s a degree of passion about those orders, and they certainly “wear them with pride”. NORD DDB and McDonald’s Sweden let those regular fans wear their orders – literally.

The partners turned 4,000 receipts into exclusive to each fan merch. Fans were allowed to turn their regular order into the minimalist design on a white t-shirt. The print on the t-shirt also included a QR code which gave the owner an extra good deal when placing an order at any of McDonald’s Sweden’s restaurants. 

The campaign subtly slides McDonald’s into pop culture. Merch is usually associated with music and concerts, and the activation took place during a recurring summer festival in Sweden. Throughout the Swedish summer, festival-goers were able to get their hands on the merch by placing their order at a McDonald’s ordering kiosk inside the festival area. They could then watch the receipt get printed on a T-shirt in real-time.

4,000 T-shirts were printed during the twelve stops on the festival tour.

“Orders at McDonald’s can be quite specific and unique. Every item on the menu has its own loyal fan base, just like musicians. That’s why it felt fun to focus on an expression that has united all types of fans worldwide for decades – merch,” explained Fabian Luthander, copywriter at NORD DDB. 

“Considering the engagement we received, it’s safe to say that we all feel strongly about our own particular order. Some make more unique pairings meanwhile others are on the more traditional side. Regardless, your McDonald’s order does say a lot about you and now thousands of fans can flaunt theirs in a fun and unexpected way,” added Susanne Wahlberg, project manager at McDonald’s Sweden.

Credits:
Client: McDonald’s Sweden
Creative Agency: NORD DDB Sweden
Partner Agency: Concept Store
Media: OMD
PR: Prime Weber Shandwick