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McDonald’s and DDB Paris Put a Positive Spin on the Word “Petit” (Little)

20/03/2023
Advertising Agency
Paris, France
229
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For this campaign, McDonald’s and DDB Paris teamed up with Rudi Rosenberg to portray everyday moments

In French, the word “petit” (little) is often seen as negative. “A little problem”, “a little cold”, “a little late” … “Little” is a euphemism, the announcement of something that is rarely positive.

Except at McDonald’s: Little Duos, the Little Menus and Little Treats, three new menus for a tiny price. The brand and its agency DDB Paris challenged themselves to give a positive meaning to the word “petit” (little).

For this campaign, McDonald’s and DDB Paris teamed up with Rudi Rosenberg to portray everyday moments. A little call from the bank! A little argument between your kids! The little piece that the plumber will have to change!

A new little campaign on-air on TV, VOL, radio, social media, and in all McDonald’s restaurants.

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