Homestyle
McDonald's Burgers
Overview
Drawing inspiration from the social media trend of grandmothers showcasing their cooking, we introduced an iconic and vibrant “fancy Nanna” as the face of the campaign. With bold colors and her charming personality, we aimed to grab attention and create an emotional connection, driving engagement and boosting sales.
The Challenge
To create a human, recognizable platform that unifies the way we communicate about the Homestyle burger and eventually create desire for it.
The Solution
The Homestyle campaign tapped into a deeply rooted cultural value in Malta—family, specifically the strong connection with grandparents. By featuring the “Homestyle Nanna” and “Homestyle Granny” burgers, the campaign cleverly aligned with the tradition of grandmothers serving hearty meals, creating an instantly recognizable and relatable narrative. This resonated not only with those who cherish these familial bonds but also with younger generations who grew up with McDonald’s as a part of their culture. The campaign became a standout moment of 2024, remembered as the “Nanna campaign,” thanks to its effective use of local references and culturally familiar characters.
