When supply chains are disrupted and consumers literally rip posters off the windows of your restaurants, you know you have a winning campaign—and that’s what happened with McDonald’s Travis Scott meal. 

Working with creative agency Wieden+Kennedy and partner agency the Narrative Group, the Golden Arches took a simple insight that first manifested in a Super Bowl ad—“No matter who you are, everyone has a McDonald's order”—and turned it into a campaign that tapped into the popularity of the rap star, creating a signature meal as well as limited-edition merch designed to excite his fan base. 

One week in, restaurants were experiencing ingredient shortages, while social media was flooded with TikTok and YouTube videos of fans turning up saying that “Cactus Jack sent me”—a direct quote from the TV ad.

As a result, Quarter Pounder sales doubled in the first week, and sales grew 10% in four weeks, with $50 million in incremental revenue. Wall Street recognized the impact of the partnership and stock prices soared, adding $10 billion to McDonald’s market cap.

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