McDonald's: The Burger Puzzle

Objective

During Belgium's COVID-19 lockdown, when consumers were bored and jigsaw puzzle sales surged, McDonald's sought to capitalize on this cultural moment by maintaining brand engagement and providing a humorous, culturally relevant product-branded physical puzzle as an entertaining distraction.

Solution

TBWA Belgium created a 500-piece jigsaw puzzle featuring a McDonald's burger with the tagline 'Don't eat it, complete it!' Promoted as 'the first McDonald's burger with not one or two, but hundreds of pieces of meat,' the puzzle was distributed via an Instagram giveaway contest where participants shared posts to their Story and tagged the brand. Twenty puzzle sets were awarded to contest winners.

Results

Not published.