In comparison to the local competitor Max, many Swedes perceive McDonald’s as a global fast food giant that lacks a shared agenda with the Swedish people. To bridge that gap and increase the confidence in our brand, we decided to sponsor the most trusted institution in Sweden: The Swedish Ski-team. But knowing McDonald’s and skiing is not the most rational of connections, we flipped the equation and went for the emotional play by humorously translating our passion for burgers to skiing. As a result we became “a little too proud sponsor” and created the proudest sponsorship campaign ever.
