PERIOD 2024-03-01 ~ Now

Prain Global has executed an advertising project "Taste of Korea" for McDonald's Korea.

Prain employed a gamification strategy to showcase McDonald's high-quality burgers made with fresh domestic ingredients. We designed an easy-to-enjoy hidden picture game, named "The Secret of McDonald's Burgers – In Search of Fresh Ingredients."

We spontaneously highlighted the country of origin as well as the information on food sanitation of the domestic ingredients used in McDonald's Korea burgers, achieving a total of 350,000 participants in the game. We also spread the message of "McDonald's using domestic ingredients" through various collaborations by means of social media content.

Through the burger-sharing initiative launched within "Happy Burger" campaign and in partnership with McDonald's Korea, we delivered Jindo Daepa Cream Croquette Burgers to the students on Jindo, an island in Jindo County, where there are no local McDonald’s restaurants. The singer "DinDin" became a delivery person for a day, and we made a video of the delivery process up to Hajido, achieving over 1.3 million views.

Thanks to these activities, McDonald's Korea "Taste of Korea" project won a Silver Award in the “Digital PR – Marketing PR” category at the 2024 Korea Digital Advertising Awards. Through this project, McDonald's Korea showcased a menu based on fresh home-grown ingredients, increasing their use and thus, contributing to the revitalization of the local economy.