Introduce the Quarter Pounder with Cheese into the Korean market for the first time. In a country where people prefer meals that have lots of ingredients and flavours, our task was to get them excited about the Quarter Pounder’s simple combination of beef and cheese.
We celebrated the Quarter Pounder’s simple combination of beef and cheese by creating the Ingredient Auditions. This series of American Idol-style video performances saw a motley assortment of ingredients auditioning for a place on the burger.
The launch of the Quarter Pounder with Cheese was an unprecedented success, with stocks of the larger beef patty selling out in record time. Online, over 405,000 visitors clicked through to the site during the four-week campaign period.