Craft food trends have seen a boom in LATAM – even the QSR segment has created Artisan offers at their restaurants. McDonald’s needed to leverage its Signature Collection to show its customers, especially millennials, how they could have a foodie experience within their budget.
We created the first gastronomic reality show – “McDonald's Master Chef” - that allowed four young Latin American chefs to create Signature menu items that would actually be offered in more than 2,000 McDonald's restaurants in LATAM. The show was broadcast on all Discovery Network channels in the region.
But we didn’t stop there. McDonald’s is often the first job opportunity for many millennials. We decided that a portion of the sales would go to foundations focused on boosting employment in young people in the region.
We raised significant donations for the foundations and surpassed sales expectations for the new Signature burger "Prosiuto Mel" across four Latin American countries.