Chess Genius Maria Can't Beat McDonald's Home Menu Mix

DDB Romania launches a new value platform for McDonald's Romania dedicated to all those who want a deal that saves both their day and their budget.

People have become accustomed to a certain standard of living and rising prices and inflation can turn any indulgence into an equation of unknowns. McDonald's is a brand well known for adapting quickly to consumer needs. So to help consumers keep up with their cravings, McDonald's has launched a platform dedicated to all those who want to keep up with their cravings, but who also take into account their budget. 

Maria, the main character of the commercial is the epitome of a hyper-rational person who considers all scenarios with her mathematical thinking. With a personality inspired by some of the female characters that have recently entered pop culture, Maria becomes the ideal protagonist to launch McDonald's new platform: Home Menu Mix, a platform that highlights people's need for a good value for money.

McDonald's think there are some very important aspects that characterise Romanian consumers: optimism, cheerfulness, but also the need to feel they are making smart choices. And for McDonald's it is important to offer its customers options that allow them to make the best choice for themselves and their families every time. 

"At McDonald's, there is a constant concern to deliver value through products, services and packages and the Home Menu Mix campaign layers a new communication platform designed to highlight this concern for good value for money. This time, we aim to meet customers with a bundle, made up of some of McDonald's best-loved products, where we combine a great value offer with the flexibility to choose your favourite menus. So every craving is satisfied and meals with family and friends are saved." Irina Angelescu, marketing director premier restaurants Romania (McDonald's).

"With the launch of the McDonald's brand value platform, we set out to provide the ideal answer to the time, money and quality ratio that every budget-conscious person has in mind. We wanted to support the brand's approach to bring more value into people's lives, not just through everyday actions, but also through communication. The crisis is pushing brands to promote, but McDonald's is a brand that brings more and better with every product launched. Something we want to see reflected in our communications." explained Georgiana Rotaru, account director DDB Romania.

Although they can take different shapes, ages and demographics, one thing unites our consumers: the desire not to give up on their needs and desires despite the time and budget barriers they identify. They unravel all sorts of situations that get in the way of their joy or well-being and somehow make it work for them and those around them. They are the ones who make life work in their favour. And they're part of the McDonald's fan base.

"Our execution has followed the long-chosen line of humour, but added a special touch, making it more sophisticated, more refined, more casual, maybe even a bit sarcastic at times. For this platform, McDonald's has created a family that will be the star of the communication all year long.” said Roxana Nita, executive creative director DDB Romania. 

"As one of the producers of The Borgias said: people come for the plot, but stay for the characters. Consumers come for the story, but stay for the brand. We wanted to be able to build those recognisable characters that people come to recognise and expect in the next campaign," said Ioana Dobrinescu, strategy director.

"That's how Maria came about. The picky kid who uses her critical spirit to handle any situation. Hard to please, rational and perfectionist, Maria is the hyper-rational human being who considers all scenarios. With a personality inspired by some of the female characters that have recently entered pop culture, Maria becomes the ideal protagonist to launch the new McDonald's platform," said Alexandru Iliescu, senior copywriter DDB Romania. 

The campaign is declined in TV, online OOH and in-store executions and runs from 13th February to 31st March 2023.