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In 2022, McDonald’s set out to jumpstart its marketing efforts to build more brand love with more than just kids. Going for the young adult market meant appealing to Gen Z’s sense of nostalgia.
The brand and its agency partner Wieden+Kennedy, had already succeeded with its “Famous Orders,” where celebrities like Mariah Carey, J Balvin and Kim Kardashian made public what they order at the fast-food restaurant.
The success of that campaign, which started in 2020, marked the start of a turnaround for the iconic chain, one that led them to lean on fan truths and insight to start to create cultural moments and keep McDonald’s in the spotlight.
“All of our work starts with a fan truth,” Jennifer “JJ” Healan, vice president of U.S.
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