INSITE OOH Media Platform

After a relatively quiet presence on billboards since January 7, McDonald’s is back across the UAE with a campaign that feels very on-brand: big, direct, and impossible to miss. The new campaign, titled “Quite a Biggie”, takes over highways to remind people of one thing, the Big Tasty range is back in full force.
Cream and golden backgrounds swirl behind oversized burgers, with the headline sitting right in the middle like a stamp of approval. At the heart of the campaign is the Big Tasty, positioned as the main hero, exactly where it belongs. But what’s interesting is how McDonald’s doesn’t stop there. Instead, the billboards present the Big Tasty as a whole family. On one side, you have the Big Tasty Mushroom, which leans into a richer, more indulgent mood with its layered mushrooms and sauce. On the other hand, there’s the Big Tasty Wrap, offering the same flavour but in a more casual, handheld format. Different shapes, same core taste.

What makes this campaign work is how simple it is. McDonald’s is reminding people of something they already like, and then giving them options. Burger, mushroom burger, or wrap. Sit-down mood, quick bite mood, or “I want something messy in the car” mood. And that’s really what “Quite a Biggie” is about.
The campaign was seen in the third week of January on bridge billboards and uni-poles.