The core idea behind this work was to position McDonald’s Orange Cream Pop Shake as a must-try summer treat for Gen Z—not just through nostalgia like many other brands tap into, but in a way only McDonald’s can. Rather than blending into a crowded market, we tapped into a fan truth that defines the McDonald’s summer experience, giving the shake cultural impact and conversation-starting potential. This wasn’t just about launching a new flavour; it was about making it a summer moment worth talking about.
Our goals were threefold:
By focusing on these objectives, we didn’t just introduce a new shake—we made it a summer sensation.
Bringing this campaign to life meant creating something that felt unmistakably McDonald’s—something more than just another nostalgic nod to summer. Instead of looking backward, we leaned into a unique McDonald’s Truth: McDonald’s has hosted more first dates than anybody else. It’s the first place you could actually afford to take that girl from Algebra class, the late-night meal after the first date, or the spontaneous meal on the way to your concert date night. McDonald’s has been the go-to spot for romantic summer hangs in all sorts of situations.
This insight became the foundation of our campaign, positioning the Orange Cream Pop Shake as the ultimate “summer fling”—fun, sweet, and here for a good time, not a long time—just like the best summer flings. The idea tapped into a growing trend among Gen Z: their increasing love for romance. Summer romances are a familiar theme across music, art, movies, and TV and something everyone can relate to. But we didn't stop there. We recognized the growing subculture of die-hard romance fans: those hosting Bachelor watch parties, joining book clubs, and discussing the latest BookTok or Bookstagram trends. This passionate, humour-driven community is actively engaged, from sharing book reviews, to creating new trends, and even getting tattoos of their favorite romance stories. By tapping into this passionate community, we only strengthened our campaign.
Our bold social strategy brought this story to life by centering on our Community Manager's playful crush on the Orange Cream Pop Shake. Using viral trends and playful dating show tropes, social media became our playground for timely, fun content that sparked organic engagement. But the true show stopper was something no one saw coming: a full-fledged McDonald’s summer romance novella.
We took storytelling to the next level by creating an original serialized love story where the Orange Cream Pop Shake became more than just a menu item, it became the main character in a summer romance fans couldn't get enough of. Each week, we dropped a new chapter on Instagram, building anticipation and emotional investment, turning our shake into a plot twist people actually waited for. By tapping into the booming online book community and Gen Z’s love for immersive storytelling, we made the campaign feel fresh, interactive, and impossible to ignore.
Breaking through a crowded market wasn’t easy. With nostalgia driven marketing for orange cream flavours everywhere, we needed to stand out. Our solution? Offer something no other brand could—an experience that felt uniquely McDonald’s. We gave fans a reason to keep coming back, not just for the shake, but for the next chapter in the story, playing into their love for humour, romance, and a bit of escapism.
In the end, we didn't just launch another seasonal shake—we created a summer love story Gen Z could fall for.
This campaign directly addressed the challenges of standing out in an oversaturated summer market and capturing Gen Z’s attention amidst a sea of similar offerings. By crafting a unique, engaging experience around the Orange Cream Pop Shake, we were able to break through the clutter and exceed all expectations.
The campaign generated over 53,000 engagements and 560,000 impressions, achieving a remarkable 91% positive sentiment rate—evidence that our approach resonated deeply with our target audience and effectively captured their interest.
Sales results also aligned with our key objectives, as the Orange Cream Pop Shake surpassed projection by an astounding 400 times in the first week alone. The rapid sales success not only met our goal of growing McDonald’s dessert market share but also demonstrated the effectiveness of our strategy in generating demand and excitement.
Beyond the numbers, the campaign strengthened McDonald’s connection with Gen Z. By tapping into their social first habits and creating content that felt authentic, shareable, and culturally relevant, we ensured the Orange Cream Pop Shake was seen not just as a product, but as a summer moment.
