That's Why I Call Mcdonald's Mequi: Campaign Portrays Real Consumers' Stories Revealing Connection Behind The Nickname

Sep. 02, 2024

Only a brand with close and affectionate relationship with fans can have a special nickname. Inspired by this bond, McDonald’s took a deep dive into the meaning of its widespread nickname "Méqui" to find out what makes Brazilians so passionate about the brand. The campaign "That’s why I call McDonald’s Méqui", crafted by the agency GALERIA.ag, brings out four touching stories from real consumers, revealing the reason behind the catchy nickname.

Sergio Eleuterio, marketing director at McDonald’s Brazil said:

"We have embraced this affectionate nickname for some years, and now we decided to tap into these ‘Méqui’ feelings. Calling McDonald’s Méqui is the Brazilian way to manifest all their love for our brand, showing that we are just like old friends who call each other by nicknames. And we greatly value this connection!"  

 

More than a restaurant chain, McDonald’s is a love brand that, quite often, connects with its consumers in a unique way. Marcel understands this connection and, for him, Méqui is a place of unforgettable memories. In 2018, after his team winning the soccer championship, he decided to celebrate with a Méqui and, to his surprise, he met his idol, soccer player Pablo Felipe Teixeira, celebrating the victory at the same restaurant. The hero of the night, who scored the decisive goal to win the title, was right in front of him sharing the same special moment. That’s why Marcel calls McDonald’s Méqui.

The Murata Family also has a special story experienced at Méqui. After staying apart for years, little Thomas’s passion for Happy Meal was responsible for bringing the family together again. Méqui was the setting where grandparents, parents and grandchildren reunited, turning the restaurant into a place of celebration and family memories.

Some dreams live forever, and, for Camile, the perfect birthday party had to be at Méqui. In 1996, at the age of 7, she had a wish: celebrating her birthday at McDonald’s. However, the first restaurant in her hometown would not be opened in time. Aware of the little girl’s dream, her aunties took action and got in touch with the brand. The result? Méqui opened its doors one week before the time frame, just to see Camile making her dream come true, transforming her birthday into a magic moment she’s kept to this day.

Some people choose Méqui even to “say yes”! In 2017, Paulo decided it was the perfect time to propose to Camila, so he picked the place which has always been so special for the couple: Méqui. That day, Cheddar McMelt’s little box brought a memorable surprise – the engagement rings. When the big day arrived, the rings arrived in a sandwich box, sealing their covenant of love with a special touch full of meaning. Until now, Méqui has been part of this loving couple’s story.

Sergio added:

"These four stories of real clients clearly reveal the reasons why people call McDonald’s Méqui. We feel moved and can relate to each of these stories, and we believe the audience will feel the same way."

 

Rafael Urenha, Chief Creative Officer and founding partner of GALERIA.ag said:

"Four years ago, McDonald’s embraced the loving nickname Brazilians chose for it: Méqui. This demonstrates the emotional relationship people have with the brand. This campaign represents nothing more than the stories behind such intimate and deep relationship. It’s a brand’s truth that goes beyond advertising, so much that our work was nearly documentary, portraying these stories with great responsibility. The campaign aimed to show the affectionate relationship people have with Méqui. The brand was able to carve a special place in the hearts of each of those consumers, transforming the experience into something personal and memorable. That is the story we want to tell in this campaign."

 

The films were produced by Hungry Man and Evil Twin Music and can be watched on McDonald’s official channels. The campaign also features a series of actions and novelties, unfolding for digital universe, press media, OOH and content with influencers.