Connecting with Gen Z through an insight that spans generations.

How does a storied brand connect with the increasingly elusive Gen Z/ Gen Alpha audience? They listen. McDonalds leveraged the one consumer insight that mattered to Gen Z Latinos: They shared a deep, special bond with their Abuelas (aka grandmothers).

McDonalds launched a content-centric platform anchored in Music, a shared passion between generations. Influencers drove hype around the chance to win a private concert with Jay Wheeler, amplified with a digital forward plan to reach Gen Z at their touchpoint.

Media benchmarks were exceeded but the true value was the authentic engagement garnered, providing the campaign resonated with Gen Z Latinos. The audience immediately began sharing their own stories across the comment section on McDonalds social handles. The love for McDonalds was so real that the Gma McFlurry sold out nationwide, but we think grandma might have saved the MEDIA recipe for future use.