An auditory exploration of the Grand Big Mac

I‘m hearin’ it. By now we all know how two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun looks and tastes, but McDonald’s Canada is inviting people to experience how it sounds.

The burger chain and its PR agency Weber Shandwick have created an ASMR (autonomous sensory meridian response) ad promoting the Canadian launch of the Grand Big Mac, a jumbo-sized version of its iconic burger that’s available until July 26.

Billed as an audio “exploration” of McDonald’s new whopper of a burger, the nearly five-minute ASMR ad features whispered narration revelling in the sounds of the Grand Big Mac’s two beef patties being grilled to perfection, and topped with special sauce and lettuce.

“Being immersed in the sounds of the Grand Big Mac not only sparks your senses in a way you likely haven’t experienced before, but also celebrates a guest favourite in a joyful, unique way and communicates how the Grand Big Mac gives you more of what you love,” said McDonald’s in a release.

Brands including IKEA, Michelob, Reese and Canadian Tire have all explored the ASMR space in recent years, eager to associate their products with the sense of euphoria it is capable of producing in some people.

In 2019, Reese created an 80-minute ASMR movie entitled Reese The Movie: A Movie about Reese, while Canadian Tire enlisted Toronto Raptors player Fred VanVleet for a pair of ASMR efforts last year.

For those people unmoved by having a dude creepily whisper in their ear, the Grand Big Mac launch is also being supported by standard audio-visual advertising developed by Cossette and running across TV in both 30- and 15-second ads (below), complemented by out-of-home, digital and social. Media for the campaign was handled by OMD Canada.

Originally launched in the U.S. in 2017, the Grand Big Mac has also been sold in international markets including France, Japan, Morocco, Australia and the U.K. It consists of 7.6 oz of beef, a bigger bun and more special sauce.

You’re gonna need a bigger napkin.

Chris Powell