McDonald’s India has decided to listen to its customers, not only to improve processes or adjust recipes, but to turn criticism into the creative engine of its latest brand and product campaign. Under the motto “You said it. We made this”, the company has launched Big Yummy Burgersa new range developed as a direct response to negative comments received on social networks and delivery platforms.

The campaign has been designed by the agency DDB Mudra India and stars Swarup Solgaonkar, the chain’s corporate chef. In the spots, the chef appears in front of real comments: “McDonald’s is not full” either “the burgers are too dry”. Faced with these assessments, Solgaonkar simply cooks up a solution. The result is burgers with double meat, chipotle sauce applied to both layers of the bun and larger sizes, designed to be more satiating and juicy.

The campaign has been extended beyond the audiovisual environment with a series of activations. These include Comment Burgers’ 3D installations in high-traffic locations in Mumbai and Bengaluru. These large-scale sculptures replicate giant hamburgers that, instead of ingredients, contain real customer comments printed between the buns, in order to make the dialogue between brand and consumer tangible in public space.

Before the official launch, McDonald’s launched an activation with delivery orders that included empty burger boxes. Inside, instead of food, was a printed review and a personalized invitation to try the new product. This action generated a significant volume of organic mentions because users shared the surprise on social networks, amplifying the campaign narrative.

“The customer is the most important pillar for McDonald’s. When we saw those comments, we knew we had to give them exactly what they asked for”said Rahul Mathew, Chief Creative Officer & Executive Director at DDB India.