Among McDonald’s France’s most iconic products, the McFlurry is the one that belongs most to the young. And the young – those who mix styles and eras and references without apology, who layer meanings like they layer clothes – are also the ones who understand instinctively what a McFlurry is: not just a dessert, but the logic of combination taken to its most joyful conclusion. 126 possible mixes.
We rebuilt the McFlurry from the identity up. A new logo. A new signature: “Unique blends, just like you”. Four new packaging designs created with illustrators, each one a world of its own. A TV film. A digital extension of a dozen personalised YouTube videos calibrated to the platform’s format and the audience’s appetite for something made specifically for them.
The campaign ran in 2018 and marked the first time McDonald’s France had given the McFlurry its own complete creative identity.
Notoriety:
98% delivery rate, 49.9M impressions
87% viewability vs. 66% in 2022 (+21 pts)
59% impressions on 15-24 target vs. 39% market benchmark.
Engagement :
94% impressions on 15-24 target vs. 39% benchmark
2.07M unique contacts = 22% of French 15-24 population
Instagram engagement rate: 4.19% vs. 0.05–2% benchmark.
Organic:
30.8 M social impressions
Instagram story 54,3 K views vs 34k average.
