1955 Triple Onion Burger
Role
Brand Manager
Digital Creative Lead
Agency
Leo Burnett
Brand
McDonald’s
Year
2023
TVC: A Legacy of 68 Years, The 1955 Triple Onion Burger
Three times the flavor. An explosion of bold taste — Rich, intense flavor that fills every bite. Taste the power of triple onions.
Developed a premium look & feel through cinematic food visuals, sizzling close-ups, and warm, indulgent tones—positioning the product as a bold upgrade from the everyday McDonald’s lineup.
Key deliverables included TVC, digital key visuals, and in-store assets with cohesive styling and storytelling.
The Challenge
The 1955 Triple Onion Burger was designed to highlight McDonald’s Korea’s heritage line while delivering a premium brand experience. The goal was not only to differentiate this product from the standard menu but also to allow consumers to directly experience the essence of the burger’s taste and quality, which was considered the most important aspect of this campaign.
The Approach
The campaign emphasized the burger’s rich flavors and textures. TV spots layered three types of onions and premium ingredients to create a visually abundant taste, while digital and social executions showed ingredients stacking as users scrolled. Centered on the burger’s classic essence, the ads used mouthwatering visuals and sounds to make viewers almost taste it, with “gourmet evaluation” integrated to engage consumers and reinforce authenticity.
The Results
The campaign exceeded sales targets shortly after launch and firmly established the 1955 line as a premium offeringwithin McDonald’s Korea. By focusing on the product’s essence and gourmet experience, the campaign received strong consumer and media recognition, demonstrating that the brand could clearly communicate the message that McDonald’s can deliver a premium experience.