McDonald’s needed a new McValue brand for 2025, one that broke through all the noise and guaranteed longevity, creating a singular brand experience with one overarching message: there is good value to be found at McDonald’s.

With McValue, we’re not just talking about deals; we’re talking about an experience that always gets you more than you expect.

We adapted this General Market campaign for a U.S. Hispanic audience, tapping into cultural nuances and Spanish-language colloquialisms that made our audience feel seen.