McDonalds Case Study

The Big Mac has been a cultural icon since its debut in the 1960s, with its unforgettable jingle becoming one of the most recognisable pieces of advertising music in the world. To celebrate the burger’s 50th anniversary, McDonald’s wanted to honour its legacy while reintroducing the jingle to a new generation of fans.

Our task was to revive the original Big Mac chant and bring it into the present day, creating versions that captured the spirit of each decade since the burger’s launch. The goal was to both celebrate the brand’s history and make the jingle resonate with today’s audiences.

We approached the project as a generational handover, passing the iconic four-second chant from one era of Big Mac lovers to the next. By authentically re-scoring the jingle in the style of each decade, we could both trigger nostalgia for long-time fans and spark fresh excitement with younger audiences.

Our team meticulously researched the musical genres, production techniques, and sound palettes of each era. From the raw energy of the 60s and 70s to the polished pop of the 80s and 90s, right through to contemporary beats of today, we ensured every version of the chant felt authentic and era-defining. The result was a suite of Big Mac jingles that each told the story of their time, while keeping the addictive hook as irresistible as ever.

The multi-award winning campaign rolled out across TV, digital, and social, showcasing the Big Mac through the ages. Each execution highlighted a different version of the jingle, celebrating the burger’s 50-year journey while uniting audiences around a single, timeless sound.