McDonald’s celebrated farmers and ranchers through art, commissioning a series of western-style murals at last week’s Calgary Stampede.
Camila Merlano, west marketing lead at McDonald’s Canada, says the murals are connected to the brand’s recent “It’s a McDonald’s Thing” platform, that acknowledged and celebrated fan truths, while allowing the QSR to authentically talk about the quality and sourcing of its food and its commitment to sourcing the finest ingredients from Canadian farmers and ranchers
Merlano tells strategy the QSR was excited to reveal its mural activation and honour those who provide its restaurants with its ingredients.
“The Calgary Stampede’s commitment to quality and sustainable Canadian farming aligns with our values at McDonald’s Canada, and these murals capture this beautifully, recognizing the vital contributions of passionate farmers, ranchers and their families to our local communities,” Merlano says.
The stampede, which has also been dubbed The Greatest Show on Earth, has been showcasing local agriculture since the 1800s.
Created in partnership with Cossette, the out-of-home campaign featured a series of paintings by landscape artist Jess Franks. The murals channel tropes found in art and film that’s inspired by the west, capturing a cowboy’s ride into the sunset, but towards the brand’s golden arches.
McDonald’s history and partnership with the Calgary Stampede has longstanding roots, Merlano explains. After the COVID-19 pandemic, the brand says it’s excited to be back in a bigger way and look forward to evolving its partnership and elevating its story to sourcing the best Canadian ingredients for brand fans at the milestone cultural and industry event.
As part of the Stampede campaign, McDonald’s Canada deployed additional advertising that spotlights McDonald’s 100% Canadian beef and the return of the Western BBQ Quarter Pounder.
“With a focus on a fan-first approach, the Western BBQ Quarter Pounder addresses consumer demand and celebrates the unique contributions the west brings to the Canadian food
landscape,” Merlano says. “It also ties into a nostalgic reference with a modern twist – much like we highlight in the commissioned murals.”
Media for the integrated campaign was handled by OMD and includes digital, OOH and radio.
All three murals were showcased on the streets of Calgary in out-of-home displays from July 1 to July 14, 2024.
It’s not the QSR’s first rodeo when it comes to telling its food-sourcing story. Creative going back to 2016 has seen McDonald’s sending kids on a trip to the farm to see where their food comes from. In 2019, meanwhile, transparency was literally the order of the day, as McDonald’s activated a see-through pop up at Yonge Dundas Square to reveal what’s behind the making of a Big Mac. Finally, while talking about fandom in 2023, the QSR emphasized that it uses 100% Canadian potatoes and 100% Canadian beef.
