Case Study: McDonald’s achieves a 4-point increase in purchase intent for the McPlant with Snapchat AR and Video Products

McDonald’s used Snapchat AR and Video Products to Drive a 4pt Increase in Purchase Intent for their McPlant Burger

McDonald’s launched the McPlant Burger, a plant‑based menu item co‑developed with Beyond Meat®, and needed a way to scale awareness and drive purchase intent across the UK after initial restaurant trials. The challenge was to innovate and meet customer demand for a vegan option while generating strong awareness and action at launch.

McDonald’s ran a full‑funnel Snapchat campaign — including a gamified AR Lens (build the McPlant in 80 seconds), a First Commercial on launch day, plus Commercials, Snap Ads and Story Ads — to engage users at every stage. The campaign drove a +4‑point increase in ad awareness and a +4‑point increase in purchase/action intent, a +15‑point lift in product awareness from Commercials, a 2.25x AR Lens share rate and an average 21 seconds of AR playtime.

McDonald’s

Lucy Johnson

Senior Brand Manager