Szechuan Returns

McDONALD'S / WE ARE UNLIMITED

Here’s a story about listening to your audience—and a 20-year-old dipping sauce. When Rick and Morty revived interest in Szechuan Sauce, fans became obsessed. McDonald's responded with a Periscope livestream, surprising a few fans, then re-released limited batches nationwide.

Demand exploded—packets resold for thousands, and stores saw massive lines, traffic jams, and unrest.
All for a dipping sauce.

RESULTS

600 million impressions
200,000 livestream viewers

RECOGNITION

Cannes
One Show
Webbys x2
Effies x5
The Drum Social Buzz Awards x3
Agency Project of the Year
Global Creative Excellence Award
- McDonald’s x DDB