The brand turns consumer comments into product innovation and creative storytelling with a humorous, insight-led campaign.
McDonald’s India (West & South) has unveiled its new campaign, ‘You Said It. We Made It.’, to introduce the Big Yummy Burgers, a range directly inspired by customer feedback. Conceptualized by DDB Mudra, the campaign celebrates the power of listening, showcasing how real consumer comments have shaped both product innovation and brand storytelling.
At the centre of the campaign are two witty television commercials featuring Chef Swarup Solgaonkar, Corporate Chef at McDonald’s India. Responding to actual customer remarks such as “McDonald’s is not filling” and “McDonald’s burgers are so dry,” Chef Swarup confidently replies, “You said it. We made this,” unveiling the new Big Yummy Burger. The films balance humour and honesty, reinforcing McDonald’s commitment to evolving with consumer needs.
Expanding beyond TV, the campaign’s 3D ‘Comment Burger’ installations in Mumbai and Bengaluru have become a major talking point. The creative out-of-home pieces, featuring printed customer feedback sandwiched between giant burger buns, turn criticism into a visual celebration of consumer engagement – sparking widespread buzz across social media.
Akshay Jatia, CEO, Westlife Foodworld, said,
“At Westlife Foodworld, customer-first menu innovation is at the heart of our strategy. The Big Yummy Burger embodies mindful indulgence and reflects our agile, insights-driven approach to creating meaningful products that stay ahead of evolving consumer preferences.”
Rahul Mathew, Chief Creative Officer & Executive Director, DDB India, added,
“The customer is the most important pillar of McDonald’s. When we saw the feedback, we knew we had to respond – not with words, but with a burger. The campaign shows that perfectly: our chef replying to customer posts and unveiling the new Big Yummy Burgers. They’re a full meal – and too tasty to put down.”
Ahead of the official launch, a teaser activation created intrigue by delivering empty burger boxes to select customers, featuring printed comments and invitations to pre-order the new range. The clever stunt drove organic buzz and user-generated conversations online.
The new Big Yummy Burgers feature double patties, a richer build, and chipotle sauce on both buns, addressing customer feedback for bigger, juicier, and more satisfying burgers. Through this campaign, McDonald’s India reinforces its position as a consumer-first, insight-driven brand, blending innovation, humour, and authenticity in equal measure.
