McDonald's Is Putting on a Sublime Show for Buyers of the New Maestro Burger

The world-famous fast food restaurant chose to show their new burger dish in a grandiose and luxurious way. McDonald’s Netherlands launched its new 100% Angus Beef Burger via the “Always Open for Good Times” campaign. Working closely with the ad agency TBWA\NEBOKO, the fast food chain managed to impress its customers by serenading them with a unique and spontaneous show after they ordered the new burger in question, aptly called Maestro Burger.

Secretly-filmed burger-lovers, who ordered the new product, could enjoy not only the delicious meal, but were also surprised by the thunderous performance of Guido’s Orchestra who also chanted the name of the tasty burger. The 60-piece symphony orchestra, conducted by Guido Dieteren, was only 50 meters away from the restaurant, keeping an eye on customers’ orders. To do that, the Amsterdam-based agency installed cameras and TVs in both the concert hall and the restaurant, allowing two-way video feeds between the consumers and the orchestra members.

The unique interaction between the musicians and McDonald’s clients is revealed in a series of videos (the remaining ones in Dutch can be found here). The orchestra reveals its presence when the Maestro Burger ‘keyword’ is uttered by the clients, starting to play a classical-sounding piece while mumbling the words, “Yummy, yummy, yummy.”

Immediately after the customers find a place to sit and eat, a charming soprano addresses each of them directly through a TV, asking them to reveal their names. Once the goal is achieved, the orchestra starts playing a somewhat personal piece, tailored to each of the surprised customers. At the end, those who ordered a Maestro Burger have the pleasure to meet the orchestra next door.

Erwin Dito, the Director of Marketing, Communication and Consumer Insight McDonald’s Netherlands says, “McDonald’s is here to offer ‘spontaneous happiness moments.’ And this can be seen during the new theme of ‘Always Open for Good Times’ campaign.”

Although we may assume it’s a little uncomfortable to eat under such pressure, McDonald’s managed to offer an unforgettable experience to its clients, in the end revealing what it really means to have a ‘Good Time.’

Darre van Dijk, Chief Creative Officer of TBWA, also declared, “The customers’ experience is more than just enjoying the taste. McDonald’s is calling you to set open; ‘Excite all your senses.’ We demonstrate this with an authentic recording of an incomparable act in which Guido’s Symphonic Orchestra escorts Maestro Burger guests, via a live connection.”

Before joining TBWA, Darre worked with Ogilvy & Mather Amsterdam, and under his leadership the company became one of the top creative agencies in the Netherlands. With over 180 awards collected, the CCO is known for the “‘Why wait until it’s too late” campaign made for the funeral insurance company, DELA. In 2012, this initiative of saying something wonderful to loved ones became one of the most awarded campaigns in Dutch history.

This February, McDonald’s UK, in collaboration with Leo Burnett London agency, launched a campaign, mocking the usual trendy hipster coffee shops. The ad presents the downsides of a common coffee shop in a funny way: long and emotional Wi-Fi passwords, tiny coffee cups, confusing menus, high prices, and tables where none can sit and enjoy their favorite hot beverage. Tired of such conditions, one of the customers arrives at McCafe, where he is blessed with an excellent coffee without having to spend a fortune.

As you can see the fast-food brand has been quite busy in the recent weeks. Just last week McDonald’s Italy opened in a new and rare location, lying on an ancient Roman road built during the Roman Empire in the second and first century B.C. The ruins were discovered in 2014, and McDonald’s immediately put a halt to construction work of their new restaurant until the site could be excavated. The new ‘restaurant-museum’ can be found in Frattochie, about 12 miles southeast of the Italian capital. Let us know in the comments which campaign you like the best.