Indonesia – McDonald’s Indonesia has tapped Leo Burnett Indonesia for its latest campaign, creatively reimagining iconic nail-biting movie scenes to highlight their new ‘Menu Receh’—a delicious way to get rid of loose change.
The ‘Get Rid of It’ campaign highlights McDonald’s Indonesia’s ‘Menu Receh’ (Loose Change Menu), which offers a variety of affordable small bites, drinks, desserts, burgers, and rice bowls, all starting at just Rp 5,000 (USD $0.30).
Created by Leo Burnett Indonesia, the accompanying campaign film humorously exaggerates scenes where characters are hindered by loose change, such as coins spilling and jangling, to cause distractions and suspense.
Despite the rise of digital transactions, cash remains widely used in Indonesia, with small change often overlooked as a hassle. The advertising agency tapped into this insight, using loose change as a symbol of McDonald’s commitment to affordability—transforming a nuisance into a valuable currency to drive restaurant visits.
Ravi Shanker, chief creative officer at Leo Burnett Indonesia, said, “As a film-loving nation, we loved the idea of replicating blockbuster scenes to show that even tiny sums of money can unlock feel-good experiences for a Gen Z audience, who don’t have much money to spare, yet ironically, don’t value their spare change.”
Michael Hartono, marketing director at McDonald’s Indonesia, added, “Value has become crucial in today’s tough economic climate. In the digital payment age, we understand that the use of loose change has become less desirable and somewhat neglected. However, we’ve discovered a shift in the meaning of ‘loose change’ that goes beyond the transactional to refer to anything that’s affordable and fun. We used this insight to build relevance for our ‘value’ platform, as it goes beyond mere transactions at McDonald’s.”
