McDonald’s in Brazil is more than just a fast-food chain—it’s a beloved “love brand” with a deep emotional connection to its fans. Through the campaign ‘That’s why I call McDonald’s Méqui,’ created by GALERIA.ag, McDonald’s taps into this special bond by showcasing real-life stories that explain why Brazilians have embraced the nickname ‘Méqui.’
The Story Behind ‘Méqui’
For years, Brazilians have lovingly referred to McDonald’s as ‘Méqui.’ According to Sérgio Eleutério, McDonald’s Brazil marketing director, this nickname reflects the strong connection Brazilians feel toward the brand: “Calling McDonald’s Méqui is their way of showing love, like old friends who have nicknames for each other.” The campaign celebrates this sentiment by highlighting heartwarming stories from loyal customers who associate Méqui with cherished memories.
Marcel’s Soccer Celebration at Méqui
For Marcel, Méqui became unforgettable in 2018 when his soccer team won a championship. To celebrate, he headed to a Méqui, where he had a surprise encounter with his idol, soccer star Pablo Felipe Teixeira, who had just scored the decisive goal that secured the victory. The shared celebration made McDonald’s a place of magic for Marcel, which is why he calls it Méqui.
The Murata Family Reunion
The Murata family’s story shows how Méqui played a key role in reuniting a family. Little Thomas’s love for Happy Meals brought together grandparents, parents, and grandchildren after years apart. Their family reunion at Méqui turned the restaurant into a space filled with love, laughter, and lasting memories.
Camile’s Dream Birthday Party at Méqui
In 1996, 7-year-old Camile had one birthday wish: to celebrate at Méqui. Although the local McDonald’s wasn’t yet open, her aunties contacted the brand, and to everyone’s delight, Méqui opened its doors a week early just for her. This gesture transformed her birthday into an unforgettable moment that she treasures to this day.
A Love Story Sealed at Méqui
For Paulo, Méqui is more than just a restaurant; it’s part of his love story. In 2017, he proposed to his girlfriend, Camila, at Méqui by hiding the engagement rings in a Cheddar McMelt box. On their wedding day, they even incorporated Méqui into the ceremony, using sandwich boxes to deliver their wedding rings, creating a symbolic and personal moment that reflected their relationship.
Why ‘Méqui’ Resonates with Brazilians
These four stories reveal why Méqui holds a special place in the hearts of Brazilians. The nickname reflects an emotional connection that goes beyond simple branding—it’s about memories, relationships, and love. As Rafael Urenha, Chief Creative Officer of GALERIA.ag, explains, “The campaign isn’t just advertising; it’s a documentary-style portrayal of how McDonald’s has become part of people’s lives.”
By sharing these personal stories, McDonald’s highlights how the brand has grown into more than a restaurant chain in Brazil. It’s a place where customers create lasting, meaningful memories. Thus, making ‘Méqui’ a nickname that truly reflects the affection Brazilians feel for the brand.
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