Effie Worldwide has crowned 'McDonald’s Famous Orders', a campaign by McDonald’s US and Wieden+Kennedy NY, as the most effective campaign worldwide at the 2023 Global Best of the Best Effie Awards.

The competition saw Grand and Gold winners from all 2022 Effie Awards competitions globally vying for the top spot.

Out of 53 campaigns that were considered as Global Grand Effie contenders in their respective categories, 12 emerged victorious. The winners included campaigns from a diverse range of companies such as Cervecera de Puerto Rico, Mondelēz India Pvt. Ltd., Procter & Gamble India, Mars Wrigley, Unilever, Ahr, Beam Suntory Australia, McDonald’s US, Excel, Kia Motors, Magazine Luiza, Aldi UK, and Transparency International Lebanon.

The coveted Iridium Effie, awarded to the single most effective case of the year, was bestowed upon 'McDonald’s Famous Orders'. The campaign, based on the insight that 'We all have a go-to McDonald’s order', transformed a visit to McDonald’s into a cultural event. The response to the campaign led to a cultural reappraisal of the McDonald's brand among the youth and reportedly drove hundreds of millions in incremental sales.

'This year’s Global Grand Effie winners showcase the diversity of excellence across our industry. Each have proven exceptional results across Effie’s 4-pillar framework and are being recognised for their effectiveness, creativity and innovation. We are proud to showcase the very best ideas that work on a global stage and congratulate all of this year’s winning teams,' said Traci Alford, Global CEO, Effie Worldwide.

The McDonald’s campaign was lauded for its strong link to the product and its cultural relevance. 'The team built a sense of community, listened to their audience, and remained future focused. The results were significant, and we are proud to award the Iridium Effie to McDonald’s and Wieden+Kennedy NY. It is truly great work, has great results and, most importantly, it changed behaviour,' said Tze Kiat Tan, CEO of BBDO Asia and Iridium Jury Co-Chair.

"'Famous Orders' is a commercial innovation with iconic products for McDonald’s," added Susan Akkad, SVP, Local & Cultural Innovation at The Estée Lauder Companies and Iridium Jury Co-Chair.

McDonald’s was ranked the #1 Most Effective Brand in the 2021 and 2022 Global Effie Index. The 2023 Global Best of the Best Effies were held in partnership with Meta and presenting insights partner, Ipsos.