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.
Brand
McDonald’s
Year
2023
Role
Brand Manager
Digital Creative Lead
Creative Agency
Leo Burnett
TVC: 3 years of commitment. Made by the real farmers, the real faces.
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.
OOH & In-store
The Challenge
McDonald’s faced the challenge of being perceived primarily as a global brand, often lacking strong local connection. The objective was not simply to introduce a new menu item, but to close the cultural distance with Korean consumers by highlighting regional ingredients and authentic human stories. Changnyeong, known as Korea’s garlic capital, provided the strategic backdrop to embed local pride into a tangible brand experience.
The Approach
We cast real garlic farmers as the narrative anchor, using their own words, “I raised this garlic like my own child,” to set the campaign’s emotional tone. Collaborating with a renowned portrait photographer, we built a visual narrative that captured the farmers’ lives and extended it seamlessly across digital media, out-of-home platforms, and in-store exhibitions, turning a product launch into a layered cultural experience.
The Results
The campaign surpassed sales targets by 200% within the first two weeks and quickly exceeded 1 million burgers sold. Beyond the numbers, it generated authentic consumer and media buzz, setting a new benchmark for culturally rooted storytelling within McDonald’s and the FMCG industry and redefining how the brand can connect with local communities.