This case covers the period from July 2021 to December 2023 in which McDonald’s set out to increase brand love and restore its revenue growth to pre-COVID levels, despite cost-of-living pressures on consumers. It describes how the brand developed its award-winning ‘Raise Your Arches’ advertising and evolved its media strategy to include longer spot lengths, more flexible optimisation between TV and VOD, and new partnerships with influencers and celebrities. Evidence the strategy worked includes brand and business results that surpassed targets and an estimated return of 90p profit for every £1 invested in marketing.