Client: McDonald’s
Agency: Publicis Sapient
My Role: Lead Designer

What is it?

An in-app experience designed to drive buzz, excitement, and in-app orders for the McRib during its return in November 2021 as part of McDonald’s Most Important Sandwich of the Year campaign.

What did I do?

As the lead designer, I developed the concept and execution of the in-app experience, collaborating with a copywriter to craft an engaging and intuitive user journey. I presented the work to both the client and creative leadership, ensuring alignment with McDonald's brand strategy and campaign goals.

What were the results?

The campaign contributed to a 13.8% rise in same-store sales globally during Q4 2021. The McRib’s return, with its seasonal and iconic status, played a key role in McDonald’s strategy to engage customers and boost sales during this period.