Avec le Chimi Charlie, McDonald’s actualise sa gamme Maestro.

TBWA et McDonald's changent de cap avec leurs burgers premium

19 mars 2025

Dès le 18/03, Maestro Chimi Charlie débarque au menu. Avec sa délicieuse mayo au chimichurri et sa sauce andalouse épicée, ce nouvel hamburger de la gamme Maestro est dispo en version bœuf et poulet, histoire de satisfaire tout le monde. Et qui dit nouveau burger de luxe...dit nouvelle approche de luxe!

En effet: pour annoncer ce lancement, TBWA et McDonald’s font évoluer la plateforme ‘premium’ de McDonald's. A la base de la réflexion, le constat que le segment ‘premium’ dans le food a adopté de nouveaux codes, moins précieux et plus urbains. Finis, donc, les images slow-mo sur des fonds noirs. Fini aussi, la contemplation trop classe des ingrédients. Et finis aussi les grosses voice-overs et le jargon pub.

Ici, on fait place à l’authentique. À des images plus brutes. Et à l’héroïsation du crew. Le tout accompagnée d’un texte aux inspiration slam, lu par deux voices-overs qui semblent se demander ce que contient ce nouveau burger. Un questionnement qui pourrait aussi bien être celui du personnel en train de le préparer... que celui des clients s’apprêtant à découvrir ce nouveau produit.

Bref, plus de ‘vrai’. Et plus de claque.

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À propos de TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients.

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.

Avec le Chimi Charlie, McDonald’s actualise sa gamme Maestro.

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DOCX - 101 Kb

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