McDonald's Sweden lures nightclub goers to indulge in Big Macs after partying

McDonald’s has been tapping into Swedish nightlife through the digital out-of-home campaign from Nord DDB to promote eating in its restaurants after the last call.

The outdoor locations selected for the campaign, which ends this month, were near bars and nightclubs across the country.

The campaign began in December in the run-up to New Year’s celebrations featuring creative presenting what McDonald’s food looks like through the bottom of an empty pint glass.

The campaign aims to lure more customers into stopping and picking up a McDonald’s meal on their way home from a night out, with the slogan “The first order after the last order.”

Staffan Ekstam, marketing director at McDonald’s Sweden, noted that everyone can relate to grabbing a Big Mac menu on the way home after a night out.

McDonald’s pushed its revenue up by 14 percent to $6 billion in the fourth quarter despite, Covid-19 outbreaks and falling sales in China.