The Taste of Korea 2023
McDonald's showcases the "Taste of Korea" by featuring premium garlic from Changnyeong, a region renowned for its rich, aromatic garlic. This burger blends bold Korean flavors with McDonald's signature taste, offering a uniquely local twist that highlights Korea's culinary heritage.
Role
Brand Manager
Assistant Project Manager
Creative Agency
Leo Burnett Korea
Brand
McDonald’s
Year
2023
Taste of Korea: Changnyeong Garlic burger
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Taste of Korea: Changnyeong Garlic burger *
3 years of commitment: made by the real farmers, the real faces.
McDonald's showcases the "Taste of Korea" by featuring premium garlic from Changnyeong, a region renowned for its rich, aromatic garlic. This burger blends bold Korean flavors with McDonald's signature taste, offering a uniquely local twist that highlights Korea's culinary heritage.
Changnyeong Farmers’
Photography Exhibition
A photo exhibition was held, showcasing real farmers who cultivated the garlic used in the burger. The exhibition was also displayed in McDonald’s stores, highlighting the message of local collaboration and high-quality ingredients. Additionally, large-scale exterior wrapping covering the entire McDonald's building, along with a digital photo exhibition, enhanced visibility and created a strong viral impact.
