The Big Mac was losing sales among young people. To remind them just how iconic it is, we released its most legendary ingredient – Special Sauce – by itself. For the first time, people could make anything taste like the Big Mac.

The PR & social-led campaign earned billions of views, spawned a black market, raised thousands of dollars for charity, and inspired our fans to get cheeky with our competitors. What other burger could pull that off?

McDonald’s sold more Big Macs than any other month in Australian history. The campaign picked up multiple awards at Cannes Lions and Spikes Asia, and is now being rolled out around the world.