Challenge

McDonald’s relaunched its premium burger range exclusively in-store, without above-the-line support.

The objective was to elevate perception, drive trade-up and create a distinct premium presence within a fast-paced ordering environment — making the restaurant the primary media channel.

Insight

Customers don’t expect premium experiences in quick-service environments unless visual cues clearly signal quality and distinction.

The range needed its own visual world — one that interrupted routine ordering and created a sense of occasion.

Creative Direction

Led development of the in-restaurant creative platform for the Signature range.

• A distinct premium visual language

• Immersive digital menu board takeovers

• Window and in-restaurant environments designed to disrupt standard flow

• Integrated execution across digital POP, print and motion

The aim was to treat the restaurant as a fully integrated storytelling space — not just a promotional surface.