Award: CAMPAIGN AWARDS \ C15. Media Relations

Taking inspiration from Singaporeans’ love for local flavours and our core menu classics, McDonald’s launched a new limited-time menu featuring the Nasi Lemak Burger and a range of other local favourites with a modern twist.

Inspired by the iconic Malay dish, the Nasi Lemak Burger attracted customers not only in Singapore but also across the border, and even made its way to the number one spot on Twitter’s trending topics list during the week of launch.

An integrated approach comprising a combination of owned, earned, shared and paid content drove massive excitement and sparked widespread chatter online. Social media posts by news outlets and influencers went viral even before its launch. The hype was sustained throughout the launch, leading to overwhelming demand and sales that far exceeded projections.

Less than two weeks after the launch, the Nasi Lemak burger and other items including the Chendol McFlurry and Bandung McFizz were sold out islandwide.