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McDonald's resumes Great Big Mac Debate campaign

Fast food chain McDonald’s Canada has resumed a promotion called “The Great Big Mac Debate” to promote the limited-time addition to its menu of an item called the Big Mac Bacon. The campaign, developed by Cossette, encourages consumers to submit opinions on whether or not a Big Mac with bacon on it still qualifies as a Big Mac. The national campaign includes television, radio, out-of-home and digital advertising, as well as social media content. The effort will run until Jan 27. The creative features the same characters as the initiative phase of the campaign last year. Public relations for the campaign are being conducted by Weber Shandwick.

“The Big Mac is a much-loved classic, and Canadians also really love their bacon,” said Jon Frier, group creative director at Cossette. “When you put the two together, people are going to have strong opinions. That’s why the debate is still going strong two years later.”

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