Big Mac & Chicken McNuggets Contest Ended

Can you elevate the Big Mac and Chicken McNuggets experience to spread the love for McDonald’s?

Start February 23, 2015 End March 15, 2015 23:59 UTC Deliberation Results May 2015
February 23, 2015
March 15, 2015 23:59 UTC
May 2015


Attention to all Creators… This is THE Big Brief. One that we’re very proud to bring to you. It’s about two of the most iconic food brands in the world: The Big Mac and Chicken McNuggets. How big is that?

Do you want to be a part of the reinvention of McDonald’s? Take your chance and join this big contest.

The Big Mac is the great burger. There is only one. The unique flavor that people all over the world love… Chicken McNuggets is the fun favorite, to enjoy on your own or share with family and friends.

Both have played a special part in people’s lives for a long time… From craving to ordering to unwrapping to eating to feeling satisfied, McDonald’s believes the experience with these products could still be modernized either in big or small ways to make the experience better so that people will enjoy them even more today and tomorrow.

Wherever you are in the world, you know McDonalds. Can you help?

Creative Challenge

Wow us with the most inventive and clever ideas on how to modernize the Big Mac and/or Chicken McNuggets’ iconic experience by being more relevant to people’s needs and expectations of real and fresh food.

Today, people are looking for a real and fresh experience when choosing food and services. It’s no longer “one-size-fits-all”! We also believe a more emotional connection could be made with people through these two iconic products.

There are many elements you can consider as you think of your great ideas the product itself, the packaging, the communication, the way the products are made, presented sold and served, the places where they are eaten (in the restaurant or the drive thru), the people serving and preparing the product for you…

Because all of these dimensions of the experience are connected, we would like you to think holistically. Focus on multiple aspects of the whole “journey” with the Big Mac or Chicken McNuggets.

Your entry must be composed of a description of your idea, an illustration (visual) that brings it to life and answers to two mandatory questions:

  • How does your idea modernize the whole experience of Big Mac and / or Chicken McNuggets?
  • Why will it make people feel closer to McDonald’s?


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Product ingredients, services, personalization, drive-thru, online order, there are SO many things you can think of….

An example of a good idea about Big Mac would be a Big Mac prep station. Now you can see a designated: “Big Mac Burger Barista” freshly preparing your Big Mac just for you. Watch the staff build the unique combination of ingredients to ensure the freshest taste of the Big Mac you love.

An idea to reinvent Chicken McNuggets is new and improved and now served with 100% premium breast meat, with no antibiotics, fillers or hormones and all natural organic sauces for dipping in a convenient packaging with the sauce cup attached for you to enjoy.

An example of a bad idea: Giving customers loyalty cards that provide a free Big Mac or Chicken McNuggets after buying 10 items. Not a long term view and not a new idea.


Jury's Prize

  • #1 Prize €4,000
  • #2 Prize €2,000
  • #3 Prize €2,000
  • #4 Prize €1,000
  • #5 Prize €1,000


Presentation with text and illustrations (8 pages max)

Winning Criteria

Only original, new and breakthrough ideas will be accepted into this contest. Not something that you’ve seen before. McDonald’s will reward ideas that will create a long lasting consumer satisfaction and will truly elevate the Big Mac and Chicken McNuggets’ experience.


Guidelines for this contest

  • Write your entries in English
  • Answer the mandatory questions
  • Submit ideas for either product or both.
  • Don’t criticize McDonalds whatsoever. Anything negative will be rejected.
  • Keep in mind the personality of the brand: optimistic, ambitious, happy, caring.
  • Keep in mind the personality of these products for inspiration for your ideas:
    • Big Mac: The One and Only Taste Sensation. Ambitious, Charismatic, Popular. Big Taste. Unique, complex flavor.
    • Chicken McNuggets: Chicken Made Fun for All. Playful, Wholesome, Carefree. Simple great taste that appeals to all ages. Customizable taste via sauces or seasoning.
  • Avoid game ideas that are about collecting prizes or winning something
  • Avoid ideas that are just advertising campaigns
  • If you want to show photographs of real people in your entry, please blur their faces (unless it is your own or stock photography where models have already given their consent to be pictured). McDonald’s takes people’s right to privacy very seriously.
  • If you co-create your entry with others, you all agree that all rights (yours and theirs) will be released over to the brand.
    If you’ve been inspired by your friends’ ideas, please make sure your friends are ok with you using their ideas to create your entry.
  • Confidential and Proprietary:  For use only in connection with Big Mac and Chicken McNuggets experience contest.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.