The DeBrief: The International Menu Heist (McDonald’s)

The client and agency team share a behind-the-scenes look into how the campaign came to life.

🤔 As marketers, we see some amazing work but rarely have a chance to look behind the scenes. What was the insight? Where was the tension? What was left on the cutting room floor? All of those questions & more will be answered in this series called “The DeBrief”! 

In this episode - we chat with Rebecca Smart (Marketing Director at McDonald’s) & Andrew Chisholm (Executive Creative Director at Cossette) who are two of the brilliant minds behind the beloved “International Menu Heist” campaign. This campaign took the country by storm over the summer & was built around 6 menu items from around the world mysteriously showing up in Canada for a limited time. 

Amongst other things, we chatted about: the fan truth that inspired the campaign, how they worked around some tricky constraints, the secret sauce to a nearly 50-year client/agency relationship, the mysterious figure that crashed one of their meetings & what it’s like to work on this iconic brand. 🍟