McDonald’s takes ‘made to order’ Create Your Taste on the road with pop-up restaurant

McDonald’s is taking its “made to order” Create Your Taste on the road in an experiential campaign designed to get more people trying food from their new Create Your Taste Range.

The activation, created by Multi Channel Network (MCN) in partnership with OMD Fuse, sees McDonald’s create a pop-up restaurant in a shipping container branded with the Create Your Taste branding to tour the country, attending a range of high profile events.

The activation kicked off today at the Oz Comic-Con Pop Culture event at the Melbourne Convention Centre.

MCN Multiply Activations Group manager Kelly Carey said in a statement: “MCN is breaking new ground to create one-on-one interactions with consumers, within environments they are incredibly passionate about. It is very innovative for a media owner to be able to deliver such a unique execution in-house and MCN is thrilled to be leading this part of the Create Your Taste campaign. 

“We have created a platform which allows the brand to engage with fans on social media and to encourage them to share their food creations. Ultimately, we are connecting McDonald’s directly with their desired audience, and through the strength of MCN’s offering, showcasing their new messaging and positioning,” she said.

The activations will be amplified across MCN’s TV digital platforms in an effort to maximise reach and engagement with the new product.

McDonald’s Australia national marketing manager Jo Feeney said: “MCN and OMD Fuse have worked with us to bring to life our very ‘Un-McDonald’s’ campaign positioning, which is  all about showing audiences a very different offering with Create Your Taste compared to what their pre-conceived ideas of McDonald’s may be.

“The strength of the activation tour allows us to directly connect with consumers face-to-face to demonstrate the uniqueness of this new offering. The customer can then continue on a journey with the brand through online and across different screens. We love the creativity of the campaign and how it creates a memorable experience for customers.”

Customers can share their personalised burger creation with the hashtag #createyourtaste.

OMD Fuse communications director Aaron Miller said: “When we started this project we identified early on that MCN was the ideal partner to help us deliver this campaign. Their experience in large scale integrated campaigns and wide reaching audience base, are just some of the reasons why our partnership with MCN on this project really works.

The activation will be rolled out across eight national events up until December and is proposed to continue into the New Year.