- Agency: Cossette
- Client: McDonald’s Canada
- Category: Print Design — Food & Beverage
- Location: Quebec, Canada
- Project Brief: Design a print campaign that celebrates Alberta’s ranching heritage by connecting an iconic Western symbol with McDonald’s brand identity in a culturally authentic and memorable way.
Food and beverage brand print lands hardest when it finds the brand already living in the world instead of pasting it in. Big Mac Country does that by spotting the Golden Arches hiding in the silhouette of a cowboy hat, a connection the campaign frames as discovered rather than invented.
The photography carries the whole idea without a logo in sight. Backlit at golden hour on a Longview ranch, the crown of Erin Hughes's hat catches the light in two soft peaks, reading as the arches to anyone who knows the mark.
The copy stays out of the image's way. A single line, "Welcome to Big Mac country," sits in clean white type against the landscape, trusting the viewer to make the visual link rather than spelling it out.
The restraint reframes McDonald's as part of Alberta rather than a visitor to it. Casting a real 22-year-old rancher tied to the brand's Canadian beef supply grounds the campaign in the culture it borrows from, so the arches feel native to the setting instead of stamped onto it.
