McDonald’s and TBWA use iconic McDo products to encourage everyone to love what they love during Belgian Pride.

A McFlurry© with French fries? Or Chicken McNuggets© dipped in an ice cream cone? If you love it you should do it! Diversity in all its forms makes the world a more beautiful place. That’s why McDonald’s is spreading posters with all kinds of combinations of their iconic products during the Belgian Pride, accompanied by the powerful slogan ‘Love What You Love’.


The Belgian Pride is the ultimate yearly manifestation for the LGBTI+ ​ community and their friends. A fantastic event that calls for more inclusivity, respect and equality. A big party where everyone is open to be who they are and to love who they love. That’s a state of mind that McDonald’s has always supported and that they will keep encouraging in every way they can. With structural initiatives in Belgium and all over the world, but also with a simple poster campaign in the streets.

In those posters we showed that every McDo lover could do whatever they want with our products. Go ahead and eat them the way you love them. Want to dip your Chicken McNuggets in some ice cream? A topping of fries on your McFlurry? No problem! To make those posters, we asked our food photography studio to shoot combinations of iconic McDo products they had never dreamt of shooting. Special combinations that resulted in beautiful images!

Pride B2B press release UK.docx

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Credit list TBWA vakpers Pride McDo.docx

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Elien Onclinx

Account Director, TBWA


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About 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.