As temperatures rise across the country, customers are invited to cool down and enjoy one of McDonald’s signature menu items – the Sundae, available in Caramel, Strawberry and Hot Fudge flavors, while supporting a meaningful cause. The special day reflects McDonald’s UAE’s ongoing commitment to the local community, with every Sundae purchase helping to enhance the Red Crescent Medical Center’s medical services.

The Red Crescent Medical Center is the only healthcare facility in the UAE offering free treatments to individuals, regardless of age, gender, or nationality. McHappy Day builds on McDonald’s UAE’s year-round support for the Medical Center, which includes ongoing donation through the in-store kiosks and via the McDonald’s App through Rewards Points.

McDonald’s UAE invites everyone to take part in McHappy Day on June 12 by visiting any McDonald’s UAE restaurant, or order through the McDonald’s App, to enjoy a Sundae and make a meaningful difference.

The move took McDonald’s fans by surprise but soon caught on as word spread about the menuless makeover of their restaurants. Fans made a beeline outside the restaurants for a chance to record themselves inside placing their favourite orders without the help of the menu. The McMenuless Challenge took over social media and turned into a trend with Mclovers posting videos of themselves rattling out entire menus and tagging McDonald’s to showcase their achievement. The idea was conceptualized and executed by Leo Burnett, Dubai.

Available on the McDonald’s app, the Exchange Rate helps resolve one of the most common (and comical) tensions among fast food fans: negotiating fair trades when sharing meals. Whether it’s deciding how many fries equal a McNugget, or what a McChicken is worth in sips of soda, the platform provides a clear, item-to-item exchange—ensuring every trade is equitable and every bite accounted for.

This system assigns menu values based on a mix of price, popularity, and what the brand calls “overall deliciousness.” With rates for fan-favorite items—from Cheeseburgers and McFlurrys to Chicken McNuggets and Big Macs—the Exchange Rate turns casual food sharing into a dynamic, gamified experience.

Beyond the app, exchange rates were displayed across tray mats, digital screens inside restaurants, and even as stickers on product packaging. Fans who shared photos of their in-

The campaign’s fine print, listed as Terms and Condiments within the app, cheekily notes that the brand “assumes no responsibility for arguments over the value of Big Tasty bites or miscalculated McFlurry spoonful.”

But what happens when the nerves fade, when the pressure’s off, when love becomes real? That’s when McDonald’s steps in.

Teaming up with FP7McCann Dubai, the new campaign flips the script on modern relationships while embracing a simple truth: McDonald’s may not be ideal for your first date, but it is for every other date; the second, the tenth, the hundredth, the ‘I can’t believe we’ve been together this long’ date.

Through a heartfelt film and a series of striking print visuals, the campaign captures the raw, unfiltered beauty of relationships, the phases, the milestones, the quiet in-betweens.

We showcased love as it truly unfolds. New beginnings, filled with excitement and discovery. Grown love, where a couple navigates life with a child. And even timeless love, celebrating a life together, appreciating every moment without needing words.

At McDonald’s UAE, couples were celebrated for what really matters: not the first impression, but every moment after.

Crafted with care, the McCrispy features a 100% chicken breast fillet on a bed of fresh, shredded lettuce, topped with rich, creamy, and smoky mayonnaise, all nestled in an all-new golden soft potato bun. Every bite delivers a delightful combination of bold flavors and an unforgettable crunch, making it a must-try for all food lovers.

To mark the launch, McDonald’s UAE is inviting customers to play the all-new McCrispy – Unforgettable Crunch game that will be available on the McDonald’s App on December 18th. It is a fun and interactive memory game that challenges players to master sequences of crunch sounds, with each level progressing in difficulty, and unlocking exclusive weekly offers.

Can’t wait to experience the flavorful crunch? The new McCrispy burger is now available through the McDonald’s App and in all McDonald’s restaurants across the UAE.

Hussein Hassoun, the eldest of the Hassoun brothers, based in Sweden, observed this shift firsthand. As he visited various restaurants and stores, he realized a significant gap in the market: there were no notable alternatives to the two dominant drink brands that were being boycotted. This realization was one of the inspirations behind the creation of Palestine Drinks, owned by Safad Food.

“The inspiration [behind the drink] was to create a foundation aimed at rebuilding and aiding civilian infrastructure in Palestine, specifically Gaza,” says Mohamed Kiswani, Communications Director at Safad Food.

Having been in the business world for over two decades, Hussein, Mohammed, and Ahmad Hassoun initially considered using their network to gather donations to help Palestinians. However, they pivoted towards a different approach, founding Palestine Drinks. Under this initiative, they themselves would primarily contribute to the Safad Foundation (that they founded) through the profit gained from Palestine Drinks. Through the Safad Foundation, the brothers will collaborate with organizations in Palestine to execute charity projects until they can establish their own team on the ground.

Image Above: Hussein Hassoun, one of the founders of Palestine Drinks.

“Our projects include supporting orphanages, healthcare stations, and housing projects for displaced people living in tents. Eventually, our goal is to have our own team managing these projects within the next six to seven months, ensuring full control and oversight from our end,” said Kiswani, speaking on behalf of the Palestinian-descent brothers.

“One hundred percent of our profits go to the Safad Foundation. Our mission is not about profiting from the political situation but about funding meaningful humanitarian efforts,” he added.

Image Above: Mohamed Kiswani, PR Manager of Safad Foundation.

Palestine Drink, a subsidiary of Safad Food (registered in Sweden), was named with a purpose.

"When deciding on the brand name, numerous suggestions were considered, but it was Hussein who put forth the name 'Palestine Drink' to signify our purpose and guarantee that all proceeds would contribute to Palestine's support. Despite encountering criticism for the use of the name 'Palestine,' we remain steadfast in our commitment," Kiswani shared.

Amidst the mass expulsion of Palestinians from their homeland in the Nakba of 1948, the Hassoun family were among the many Palestinians forced out of Safad, a city in the Galilee region of what was then Palestine. Seeking refuge, they journeyed to Lebanon before finding a new home in Sweden. In honor of their lost homeland, they founded Safad Food.

With the aim of making a difference and extending a helping hand to those in need, the Hassoun brothers launched Palestine Drinks in March. The initiative has garnered significant support and has achieved remarkable success.

“Since its launch, the market response to Palestine Drinks has been overwhelmingly positive. There was a huge demand since day one. We launched with about one million cans on the first of March, and it sold out in less than a week. We’ve ordered millions more, but there is still a shortage!” stated Kiswani. 

Presently, the factory dispatches 10 to 20 trucks daily, but meeting demand remains a challenge for the company. Efforts are underway to establish a consistent production line to match the high demand.

The company offers flavors such as cola, orange, lemon, and an energy drink. Additionally, they are exploring the introduction of iced tea, iced coffee, mineral water, and sparkling water. To expand their market reach, they are also open to exploring other product categories like chocolate bars and energy bars, aiming to provide market alternatives.

“Our initial goal was to launch in Europe, but we've received interest from all over the world. We now aim to have our products in restaurants and stores in 200 countries, ensuring the name ‘Palestine’ is visible on shelves globally, keeping the conversation about Palestine alive,” said Kiswani.

Image Above: Some of the available flavors of Palestine Drinks.

The cans display important Palestinian symbols, such as branches of the olive tree and the keffiyeh. The olive tree, native to Palestine, represents the country's deep-rooted history, with some trees being thousands of years old. Beyond their economic value, these trees are uniquely drought-resistant and thrive in poor soil conditions, symbolizing the resilience of the Palestinian people.

The keffiyeh, depicted at the bottom of the can, also has a rich history. Translating literally to “related to Kufa”, the city in Iraq from which it is thought to have originated, the keffiyeh became a symbol of political freedom in the 1930s, when Palestinians of all backgrounds unified against British colonial rule. Once worn by farmers and fishermen in Palestine, the scarf has now become a powerful emblem of Palestinian identity and solidarity. 

Image Source: Getty Images (Lior Mizrahi)

“Our primary goal is to achieve liberty for the Palestinian people, as stated on our cans: ‘liberty for everyone’. This is the main objective of our project. In the long term, and hopefully, very soon, we aim to extend our support to other groups seeking liberation and support for their movements,” said Kiswani, sounding hopeful. 

The UAE has consistently demonstrated its support for Palestine, announcing a contribution of $20 million to the UNRWA humanitarian response in the Gaza Strip in October of 2023. This donation followed several previous contributions. Additionally, the UAE successfully launched the 'Tarahum – for Gaza' initiative, delivering humanitarian aid to Palestinians affected by the war in Gaza.

Image Source: WAM

Kiswani emphazised that while the name and brand have certainly contributed to their success, the taste and quality of their drinks are equally important. 

“People might buy our product once or twice for the name, but they won't continue to do so if they don't enjoy the taste. Therefore, we are diligently working on perfecting our recipes and developing new flavors, just like any other beverage company. Ensuring a high-quality product that people love is essential.”

Currently, Palestine Drinks is available in Scandinavia, including Sweden, Denmark, Norway, and Finland. The company has also started supplying parts of northern Europe, such as Germany, Belgium, and the Netherlands, with expansion plans in the MENA region.

“In the next couple of weeks, we are expanding to the UK, and plan to launch in France within a couple of months. Regarding the MENA region, the drinks should be available by the beginning of August,” Kiswani reassured. 

Image Source: @docjazzmusic via X

The emergence of Palestine Drinks is a direct response to consumers' desire to boycott brands perceived to have ties with Israel, highlighting the power consumers hold today and the vulnerability of even the most prominent brands or celebrities. 

Early in March, the CFO of McDonald's announced a $7 billion loss in sales across the Arab region due to the boycott, as reported by Moroccan World News. In the same month, the AlShaya Group, which owns the Starbucks Middle East franchise, disclosed the necessity of cutting 2,000 jobs — a figure representing around 4% of its workforce — due to the boycotts. Meanwhile, fast-food giant KFC temporarily closed over 100 stores in Malaysia on April 29 following significant business declines attributed to boycotts.

“Companies that fail to align with consumer values, will face pressure from consumers. I strongly believe that consumers have the power to drive change with their purchasing decisions,” Kiswani said.

On the other hand, high-profile celebrities, particularly those who recently attended the Met Gala, faced criticism for their silence on the Gaza conflict. This scrutiny intensified with the emergence of Blockout2024, a viral trend initiated by a TikTok user aimed at reducing celebrities' social media followings as a form of protest. 

Image Credit: Mashable

“We gave them their platforms; it’s time to take it back, take our views away, our likes, our comments, our money by blocking them on all social media and digital platforms,” said a TikTok user in a video that has garnered 2.7 million views.

Following the growing trend, Social Blade data revealed significant follower losses for well-known celebrities, indicating the impact of online activism on celebrities’ earning potential. 

“Historically, movements such as the South African anti-apartheid struggle have shown how consumer actions can drive significant change. We are working toward a similar goal: liberate the Palestinian people from daily discrimination and injustice, as well as the ongoing conflict and bombings,” Mohammad expressed.

Image Source: Getty Images (Mustafa Hassona/Anadolu)

In 1948, the Hassouns left their homes behind, clinging to their dreams and hopes as they embarked on a new life in a new country. Yet, amidst their journey, they never forgot their roots.

The Hassouns' potential return to Safad hangs in uncertainty. Yet one undeniable truth persists: much like the unshakable olive trees, the souls of Palestinians are deeply anchored to their homeland. Just as the Keffiyeh once adorned the landscape of the Arab world, today, its symbolism of solidarity is embraced by millions beyond Palestine's borders. And with the power of social media, Palestine, a name that sought to be silenced, now echoes across every corner of the globe.

Ultimately, whether in the realm of business or politics, power lies in the hands of the people, or rather, the consumers — who continually shape the world we inhabit. Solidarity is the force that has changed, and will continue to change, the world as we know it.

“We pray every day that we don't stumble or fall as we keep pushing forward to get this product and brand out to the market, ensuring that people never stop talking about Palestine,” Kiswani concluded.

This partnership with Emirates Red Crescent has been ongoing for five years, with previous donations totaling over AED 1.5 million. The Cards for Good surpassed last year’s donation of AED 310,000 which was raised through the sale of story coloring books for Al Ghadeer UAE Crafts.  

Commenting on the outcome, Walid Fakih, CEO at McDonald’s UAE, said, "We are extremely grateful for the nation’s support of ‘The Cards for Good’ this Ramadan. Through our ongoing strong partnership with Emirates Red Crescent, we strive to be a responsible corporate citizens, and this year exemplifies these efforts in full. We look forward to future iterations of this collaboration and continuing to create a positive impact within the community.”

McDonald’s UAE will remain committed to investing in the local community, by devoting resources to empowering those in need and welcoming customers to its restaurants to enjoy good times.

In this role, Nadim will continue to elevate the brand’s position with the category while identifying new opportunities for growth under Groupe’s Power of One model. A long-time resident in the GCC, Nadim has worked both agency and client side, giving him a unique perspective on driving client value.    

“When I was approached to consider the role of business lead Studio M and work on an iconic brand like McDonald’s GCC, the decision was easy. Given Publicis Groupe’s drive for creative solutions and investment in its people coupled with McDonald’s GCC’s mission to deliver feel-good moments for everyone the match was perfect. I am excited to kick start this new chapter with Studio M and Publicis Groupe,” said Nadim Ghrayeb, Business Lead for Studio M.

“Nadim’s credentials and collaborative approach made him a natural fit to lead Studio M which was borne out of the Power of One. His multi-disciplinary experience in the region will be an asset in unlocking further growth opportunities for McDonald’s GCC while scaling solutions across the Groupe’s capabilities,” said Nathalie Gevresse, CEO of Publicis Communications UAE, the creative communications division of Publicis Groupe.

Nadim is a marketing veteran with nearly 20 years of experience working on integrated campaigns across all disciplines for some of the world’s most iconic brands including Red Bull, Absolut, Nike, Audi, Wendy’s, BMW, and Cadillac. Most recently he headed up INIFINITI’s Marketing, PR, and Customer Experience for the Middle East, Eastern Europe, and a part of Asia. 

The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs. lowest) for the month determines our Advertisers of the Month.

Telecom giant STC began the new year by announcing the appointment of a new CEO Nizar Abdulaziz Altwaijri. The brand was also ranked the most valuable telecom brand in the Middle East third time in a row, according to Brand Finance's Global 500 2023 report. Earlier this month STC Arabia started the ticket sales for Saudi Arabian Grand Prix coming up in March. YouGov BrandIndex shows STC Saudi Telecom’s Ad Awareness metric rose by 9.4 percentage points from 45.4% on December 26, 2022, to 54.8% on January 15, 2023.

Sony ranked second in YouGov’s Advertiser of the Month list in the KSA. At the company’s CES keynote, it announced that the much sought-after PlayStation 5 would become easier to buy. Launched in November 2020, it had been hard for consumers to get their hands on the console due to the global chip shortage. The brand saw a rise of 7.5 percentage points from 17.3% on December 29, 2022, to 24.8% on January 23, 2023.

Ranking third on our list is Mcdonald's which saw an increase of 7.3 percentage points in Ad Awareness from 34.6% on December 28, 2022, to 41.9% on January 25, 2023. Last month the brand announced on Instagram a new Chocolate Brownie McFlurry.

Methodology 
YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in the KSA from 26 December to 25 January 2023. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.  

The agency won the business following a competitive pitch process, demonstrating its social media expertise and creativity.

"Social media is a crucial component of our marketing strategy as it helps us engage with our customers. Choosing the right agency was a challenge, but the Netizency team stood out during the pitch process for their expertise and innovative approach, and we have full confidence in their ability to deliver outstanding results", said Walid Fakih, CEO at McDonald's UAE.

Michael Maksoudian, Managing Partner at Netizency, said, “To say that this is big news for Netizency would be an understatement! This end-of-year win has upsized our portfolio and sealed yet another incredible year for the whole team. It has also started off 2023, which marks Netizency’s 10-year anniversary, with a bang! We’re thrilled to be going on this crazy ride with the McDonald’s UAE team and I can think of no better way to celebrate Netizency’s decade-young milestone than with the trust and partnership of the McDonald’s UAE team.”