McDonald’s developed a unique campaign to highlight its 2 cheeseburgers for 1 Euro promotion in Hungary. Dubbed “Everyone saves for something,” the fast food company partnered with luxury retailers throughout Budapest that covered the high-end products in their store windows with McDonald’s wrappers. The initiative sought to convey that, by choosing the meal deal at McDonald’s, consumers could save enough cash to splurge on other big-ticket items-an effort that also smartly associated McDonald’s with more aspirational brands. (Campaign: DDB Budapest,www.ddb.hu)
