Background
Big celebrity collaborations have been a real money maker for brands in the U.S. When American rapper Travis Scott or the South Korean boy band BTS got their own McDonald’s celebrity meals, the whole world got to know about it in a heartbeat.
The Idea
Cledos Meal was born out of a bold idea to try the recipe of celebrity meals in Finland and offer young Finns interesting brand entertainment in the midst of the Covid-19 pandemic. The collaboration with Cledos came about quite naturally, as the rising star was already a fan of McDonald’s burgers and has mentioned the brand several times in his lyrics.
The Cledos Meal was designed in collaboration with the artist himself. The product launch was built around the meal that consisted of a modified double cheeseburger, french fries, sweet&sour dip and a big Sprite.
In addition to product launches and promotional content, Cledos performed a virtual gig exclusively in the McDonald’s app, reaching a major audience. The artist also visited a McDonald’s kitchen with his posse – the video of the visit gained millions of views.
The Results
The audience went nuts about Cledos Meal. We significantly improved McDonald’s brand image amongst the youth. Sales of the campaign burger exceeded expectations and we achieved market leadership in our target group due to +25% market share growth in 16-34 years olds. Also, a bunch of funny video clips of “Cledos style” Drive Thru orders filled TikTok during the campaign period.
