With stagnant traffic and declining sales on its most iconic product, the Big Mac, McDonald’s needed to protect its core business by generating interest among consumers with a new twist on a classic – the addition of bacon to the Big Mac.

Faced with a target that valued constant change and placed little importance on brand loyalty, the Big Mac’s existing equity needed to be harnessed, while still driving appeal with this new news. The addition of bacon was the first time the iconic sandwich had changed in 50 years in Canada.

With more than 73 million Big Macs sold every year in Canada, the Big Mac has a unique and iconic taste and an ingredient list known to almost every Canadian. While delicious, bacon was not a part of this list, and its addition may generate some consternation amongst its most loyal followers and awaken a fire deep inside of those who aren’t.

McDonald's asked the question: “Is a Big Mac With Bacon Still a Big Mac?” Launched with a one-minute online video and broadcast: 30’s and: 15’s, which featured two friends arguing the existential question, each with their point of view. Then the brand launched a YouTube masthead and allowed Canadians to choose their POV with a simple Yes or No. The city was asked other brain-teasing questions such as “Is a tricycle still a bicycle?” People were also asked contextual questions, such as, is a “car on tracks still a car?” on the TTC.

The results of the campaign were a 37% increase in sales over projected for the Big Mac Bacon and a 14% increase in sales over projected for the Big Mac. The campaign also garnered 700 million impressions and 32 million YouTube masthead interactions in one day (a YouTube record). There was also a 14% lift of people likely to visit McDonald’s. Additionally, there was TV recognition of 47% and 14% social – McDonald’s highest totals.