You can get “value” at any QSR, but when it’s at McDonald's, it just hits different. Because when you get iconic menu items for an iconically low price, you feel a rush of exhilaration that can only come from McDonald's (with Britney Spears' Gimme More as the backtrack).

This campaign brought the meaning of McValue® to life for Canadians by using our celebrated brand characters to embody that unmistakable feeling of getting the perfect meal at the perfect price. Because only McDonald’s can put the Mc in McValue.

To create a long-term platform, I developed a flexible design system built to flex across multiple value offerings. The system spans McValue Meals, McValue Snacks, and meal Add-Ons, creating clear distinction between each proposition while maintaining a cohesive and recognizable visual identity.