With the 2023-2024 boycott affecting many FMCG business in Indonesia, McDonald’s was not exempt from it. Though such actions rarely cause long-term economic losses, it does impair the reputation and brand image of the fast-food chain. With that, we initiated a year-long campaign to improve the brand’s affinity with the local market. By aligning the people’s nationalist sentiment with the brand’s core values, we want to strengthen the message that McDonald’s Indonesia is, at its core, made by and made for the people of Indonesia.
