Mumbai: McDonald’s India (West & South) has launched a bold, consumer-driven campaign titled ‘You Said It. We Made It.’ to mark the introduction of its new Big Yummy Burgers. The campaign, conceptualized by DDB Mudra, turns real customer feedback into both creative inspiration and product development, showcasing McDonald’s commitment to listening to its consumers.
At the heart of the campaign are two engaging television commercials featuring Chef Swarup Solgaonkar, Corporate Chef at McDonald’s India. In each ad, Chef Swarup responds directly to actual customer complaints like “McDonald’s is not filling” and “McDonald’s burgers are so dry” with the confident tagline: “You said it. We made this,” before presenting the new Big Yummy Burger. The ads cleverly highlight the brand’s responsiveness while keeping the tone relatable and humorous.
Expanding beyond traditional media, the integrated campaign features 3D ‘Comment Burger’ installations in high-footfall areas of Mumbai and Bangalore. These eye-catching displays include printed social media comments layered between oversized burger buns, turning real feedback into a creative visual spectacle that has sparked substantial engagement on social platforms.
Akshay Jatia, CEO, Westlife Foodworld, said, “At Westlife Foodworld, customer-first menu innovation is central to our strategy. The launch of the Big Yummy Burger reflects our focus on mindful indulgence and evolving consumer preferences. It showcases our insights-driven, agile approach to creating meaningful innovations that keep our brand relevant and ahead of changing market expectations.”
Rahul Mathew, Chief Creative Officer & Executive Director, DDB India, added, “The customer is the most important pillar of McDonald’s. So when we saw feedback on our burgers by some, we knew we needed to give those customers what they are asking for. And the campaign shows just that; our chef responding to posts and presenting the new Big Yummy Burgers. Word of caution, they’re quite a stomachful and yet too tasty to put down.”
In a pre-launch teaser campaign, select delivery customers received empty burger boxes containing printed customer comments and a special invitation to pre-order the upcoming burgers. This clever activation led to organic buzz and user-generated content across platforms.
The Big Yummy Burgers, developed in response to feedback, feature double patties and signature chipotle sauce on both bun layers, offering a more satisfying and flavorful experience. The campaign positions McDonald’s India as an insight-led, consumer-first brand adapting to evolving market preferences.
Watch the campaign films :
TVC credits
Creative: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Ankit Pathak, Maruthi S, Rishabh Kallyat, Sahiti Gurram, Jena Shah, Manika Pangtey, Tanvi Akkaraju, Thevar Subbiah
Strategy: Shashank Lanjekar, Aashna Shah, Roshni
Business: Monideepa Nandi, Sonia Kumar Barkha Bisht
Agency Producer: Jay Gaikwad
Film Executive: Saloni Sharma
PH: Magic Box
Director: Sonal Batra
Executive Producers: Srikanth Kandala & Mayur Patel
