To reintroduce the highly coveted Deluxe Burger, McDonald's Belgium came up with an exciting new campaign to doubledown on the fancy — silver cutlery.
For the first time ever, the global fast-food chain has introduced silverware that would allow its hungry customers the chance to eat their Deluxe Burger with style.
The set will include a limited-edition fork and knife made out of 100% silver, with McDonald's iconic logo design imprinted on them.
In line with the launch, McDonald's threw a giveaway contest via Instagram, which would allow fans to tag someone they'd eat the burger with for a chance to win a set of the cutlery.
The Big Mac maker launched the Deluxe Burger in select areas last January, offering fans the option to choose between chicken and beef variants.
An Ode to Collectors
Made together with creative agency TBWA\Belgium, the new campaign aims to spark the interest of collectors.
Jeremie Goldwasser, the agency's creative director, expressed that the fast-food chain has an "almost cult-like following of fans."
"On the other hand, we also know that McDonald's collectibles are highly popular. We put two and two together and, by starting from the thought that 'a deluxe burger deserves a deluxe treatment,' we rapidly came to the idea."
The fresh new campaign aligns with the company's efforts to cut plastic from production, discontinuing the plastic McFlurry spoon in the U.S. and plastic cutlery in general in the U.K.
Editing by Katherine 'Makkie' Maclang
