Méqui Happily Ever After: Celebrating Love and Nostalgia at McDonald's

Méqui Happily Ever After

Forget diamonds, sometimes all it takes is a shared order of fries and a red plastic tray to spark a lifelong love story. McDonald's in Brazil, affectionately known as "Méqui," proved just that with their heartwarming "Méqui Happily Ever After" contest. This isn't your average fast-food promotion; it's a clever and emotional marketing campaign that taps into the power of nostalgia, shared experiences, and the undeniable allure of a good burger.

From Humble Beginnings to Happily Ever Afters:

The iconic Méqui 1000 on Paulista Avenue, a bustling landmark in São Paulo, became the unlikely stage for a collective wedding celebration. Six couples, united by their love for each other and their shared history with Méqui, were chosen to win this unique prize. Their stories, as heartwarming as a plate of freshly baked cookies, resonated with countless Brazilians.

Camila Queiroz and Klebber Toledo, a beloved celebrity couple, kicked off the excitement by announcing the winners on social media. The contest wasn't simply about who could write the fluffiest love letter. It was about genuine memories forged within the walls of Méqui. Bruno Droppa and Izabel Nancy's story, for instance, brought a smile to everyone's face – Méqui wasn't just a place to grab a bite; it was woven into the fabric of their love story. Letícia Queiroz and Ícaro Branco took it a step further, their first kiss taking place under the golden arches. For Priscila Plauto and Eduardo Castro, Méqui transcended the concept of a restaurant – it was their "second home," a place filled with shared laughter and memories. And Maria Eduarda and Roberta Lessa summed it up perfectly – Méqui, for them, was pure passion.

Beyond Burgers: Building Emotional Bonds with "Méqui Lovers"

This campaign goes far beyond a free wedding at a McDonald's. It's a strategic move by the marketing team, led by Sérgio Eleutério, that celebrates the emotional connection between brand and customer. They call them "Méqui Lovers," a clever play on words that acknowledges the deep affection customers hold for the brand.

The campaign, aptly titled "That's Why I Call McDonald's Méqui," was developed by GALERIA.ag and taps into a powerful human truth: we connect over shared experiences. Eleutério himself acknowledges the inspiration coming from customer stories. This campaign isn't just about selling burgers; it's about celebrating the memories, the dates, and the laughter that Méqui has facilitated all these years.

Social Media Sizzle and Content Creator Collaboration:

No modern marketing campaign is complete without a strong social media presence. "Méqui Happily Ever After" took full advantage of this, partnering with popular platforms like Gossip do Dia and Segue a Cami to amplify the big day. The cherry on top? The influencer duo @vaicomguio documented the entire event, capturing every detail from the whimsical décor to the tearful exchange of rings.

Looking closer, we see a strategic use of content creators. By partnering with @vaicomguio, Méqui ensures the experience reaches a wider audience. Their followers, likely young and engaged, get a front-row seat to the love stories and the heartwarming celebration, fostering a sense of connection and nostalgia.

The Takeaway: More Than Just a Meal

The "Méqui Happily Ever After" campaign is a masterclass in building brand loyalty. It goes beyond selling food; it celebrates the memories created within their restaurants. This campaign resonates because it speaks to the heart, not just the stomach. It reminds us that McDonald's, or Méqui in this case, can be more than just a place to grab a quick bite. It can be the backdrop for first dates, shared laughter with loved ones, and even the start of a beautiful love story.

Titles: Méqui Happily Ever After

Client: Méqui

Product: Institutional

Campaign: That’s why I call McDonal’s Méqui

Agency: GALERIA.ag

CCO: Rafael Urenha

Creation Executive Direction: Carlos Schleder, Phil Daijó and Rodrigo Marangoni

Creation Direction: Guzera, Rodrigo Porto, Mellina Fontoura and Paula Keller Perego

ACD: Rodrigo Bonfim and Victor Capato

Creation: Rodrigo Bonfim, Victor Capato, Elder Caldeira, Marcelo Vaz and André Kirkelis

Content: Thaís Lapastini, Guillermo Calvin, Rebeca Avila, Polianna Sena, Victor Moraes, Lucas Melo, Renan Silva, Gabriela Greipel and Giovanna Maracajá

Account: Ana Coutinho, Paula Salvarani, Tais Boaventura, Larissa Gama, Bruna Santarosa, Giulia Vita and Júlia Dantas

Client Approval: Sérgio Aguiar Eleutério, Lariane Duarte, Bruna Lahr, Letícia Anjos and Maria Eduarda Felix

Media: Paulo Ilha, Kaline Lessio, Isabella Ferro, Mirella Covaleski, Bruno Souza, Gustavo Botelho and Juan Cesar

Strategy: Carol Mello, Rafael Martins, Felipe Ribeiro, Matheus Brito, Júlia Ferraz, Alana Moraes, Felipe Fonseca, Graziele Soares and Vitor Corrêa

PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil

Influence: Karen Bartels, Tiago Carvalho, Patricia Laureano, Mylena Fontes, Beatriz Cardoso and Nathália Belisario

Data and Technology: Guido Sarti, Marcelo Azevedo and Rafael Ribeiro

Projects: Marione Oliveira, Michel Ferreira and Maisa Amorim

Graphic and Digital Production Direction: Marcos Moura

Artbuyer: Bruna Costa

Graphic Production: Leandro Cabral, Cristiano Arashiro, Leonardo Fioravante, Karine Parpaiola and Gabriela Correa

Digital Production: Gessica Sales and Natassia Santoro