The yellow of the mustard and the red of the ketchup united in the same container result in the new “Spain sauce” created by McDonald’s, in collaboration with the TBWA agency, to accompany fans during the celebration of the Soccer World Cup, which will take place in Mexico, the United States and Canada between June 11 and July 19.
The product seeks to link McDonald’s with the passion for football and the international event
It is presented as “the first sauce created to cheer on the Spanish team” in view of the great sporting event. The new limited edition product visually unites the colors of two of the most popular condiments with the intention of linking McDonald’s with the passion for football and capitalizing on a key social and cultural moment, within the framework of the company’s global sponsorship of the international tournament.
The “Spain sauce” is designed to help users show their love for the team by bringing the colors of the flag even to their favorite McDonald’s products. “This year, we’re going to be in our element“, comments the hamburger chain on a website created especially for the occasion. “The union of two sauces, the meeting of an entire country. Salsa España arrives so you can paint the flag on your favorite products“.
The initiative is communicated with a digital spot, shared through McDonald’s Spain social channels, in which it reviews the different ways in which citizens proudly wear the red and yellow colors to support the national team. Invite you to do the same when eating and enjoy hamburgers, nuggets or fries.
The communication strategy of the new product has also included collaboration with influencers, content creators, and some media outlets, such as the sports content platform Post United, acquired by Grupo Prisa last April. In addition, the brand’s employees, as part of the program, “mcembajadores”, have also promoted the sauce.
All the publications have focused on showing how to use the condiment, which requires two passes over the product to create the flag of Spain. They have also focused on encouraging the feeling of belonging and the shared experience that an event like the World Cup entails.
As explained by McDonald’s, the strategy has included a special shipment aimed at prominent profiles and content creators, consisting of a box designed as a collector’s item for La Roja fans and that can only be opened by entering the exact minute of Andrés Iniesta’s goal in the 2010 World Cup final. With this, the brand makes an emotional wink by connecting with one of the most iconic moments in the history of Spanish football.
“Salsa España” will be available in restaurants and the McDonald’s delivery platform while supplies last.
