Scream for Ice Cream!

Award: Gold

Award Year: 2023

Category: Food & Beverage – Restaurant/Outlet

Executive Summary

The McDonald’s ice cream business suffered a severe decline during the pandemic. We set out to reverse this despite a media budget that disappeared just before campaign launch. So, we targeted just 1200 Gen Zs, active in sharing their experiences online—and got them screaming out all their pent-up pandemic frustrations on the same day that masks became optional in Singapore. The result? A 100% increase in sales, 63 million+ organic views on TikTok, and the trigger accelerating McDonald’s ice cream business toward post-pandemic recovery.

Lead Agency

Leo Burnett Singapore

Joanne Theseira, CEO

Alicia Tiong, GAD

Joanna Ong, MD

Sharim Gubbels, Executive Creative Director

Weicong Chong, Creative

Claudia Ribeiro, Creative Director

Noel Teo, Creative

Francesca Tan, Creative

Xin Wei Lim, Brand

Natasha Tan, Brand

Rebeca Leong, Brand

Dan Chia, Creative

Roxane Wee, Creative

Sarah Lim, Brand

Jodie Cheng-Bradshaw, Brand

Arielle Brustein, Strategy

Client

McDonald’s Singapore

Drina Chee, Senior Director, Marketing & Digital Customer Experience

Tiffany Young, Client

Danny Fu, Senior Marketing Manager