That’s why I call McDonald’s Méqui

In September 2024, McDonald’s Brazil, in collaboration with the agency GALERIA.ag, launched the heartfelt campaign "That’s why I call McDonald’s Méqui," embracing the affectionate nickname that Brazilians have lovingly bestowed upon the brand. This film-based campaign, consisting of four distinct media assets, delves into the emotional connection Brazilians feel towards McDonald’s, revealing why Méqui is more than just a restaurant—it is a place of cherished memories and meaningful moments. By spotlighting four real-life consumer stories, the campaign uncovers the intimate reasons behind this endearing moniker. One story follows Marcel, who after his soccer team’s championship win in 2024, celebrated at Méqui and unexpectedly met his idol, the player who scored the winning goal, turning the restaurant into a symbol of victory and inspiration. The Murata family’s narrative illustrates how Méqui serves as a unifying space, where a shared passion for the Happy Meal brought three generations back together. Another touching account is Camile’s lifelong dream to celebrate her birthday at Méqui in 1996, made possible when the brand opened its first local restaurant ahead of schedule just to fulfill her wish, creating a magical and lasting memory. Lastly, the campaign captures a romantic proposal in 2017, where Paulo chose Méqui as the setting to “say yes,” ingeniously hiding the engagement rings in a sandwich box, highlighting how the brand plays a significant role in personal love stories. Sérgio Eleutério, marketing director at McDonald’s Brazil, emphasizes that Méqui represents the Brazilian way of expressing love and friendship with the brand, akin to calling old friends by nicknames. Rafael Urenha, Chief Creative Officer of GALERIA.ag, highlights the campaign’s near-documentary style intended to authentically portray these genuine emotional bonds. Produced by Hungry Man with music by Evil Twin Music, the films are available on McDonald’s official channels and supported by integrated digital, press, OOH, and influencer content, reinforcing Méqui as a beloved cultural icon woven into the fabric of Brazilian life.