McDonald's introduces the Big Arch burger in Cyprus

McDonald's has officially added the Big Arch burger to its permanent menu in Cyprus. The advertising agency TBWA/Entelia managed the promotional campaign to introduce the new product. The marketing strategy featured Greek television personality Fanis Labropoulos as the main representative. The campaign was divided into three stages: pre-tease, excite-tease, and official launch. Production was handled by Semio Productions, with direction by Manolis Mavris and cinematography by Manu Tilinski. The promotional materials include visual content aimed at social media and digital platforms. Additionally, the campaign utilizes gamification features integrated into the McDonald's application (GMA App). The rollout emphasizes a narrative-based approach to consumer engagement.