McDonald’s’ staple sandwich consists of two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun, as the classic advertising jingle goes. Notably absent from the recipe, though, is the extravagant topping of mac and cheese—but not for long, if Kraft Heinz gets its way.
Starting today, the company is kicking off a campaign to persuade the fast food giant to add its cheesy noodle dish to the Big Mac to create a hybrid of two of the United States’ most popular comfort foods. And after all, Kraft Heinz rhetorically asks in a press release, “Can it really be called a ‘Big Mac’ if it doesn't have ‘mac’?”
The campaign was developed by New York-based shop Johannes Leonardo, a standout agency on Ad Age’s 2022 A-List that has handled a number of well-received marketing pushes for Kraft Heinz since winning some of its key business accounts, including that of Kraft Mac & Cheese, two years ago.