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 Korea
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
