For the launch of McDonald’s biggest burger to date, The Big Arch, we partnered with Leo Burnett UK to amplify a universal sensation – the stomach rumble – into an unforgettable sonic experience.

Our goal was to create a sound that was not just heard but deeply felt, sparking a new global creative platform.

Challenge

McDonald’s was introducing The Big Arch, designed to satisfy ‘Big McDonald’s Hunger.’ The campaign had to capture this hunger authentically to make the new burger iconic. We needed a sound that not only represented hunger, but was connected unmistakably with the McDonald’s brand.

Approach

We transformed the humble stomach rumble from a simple sound effect into a cinematic, visceral experience, collaborating with director Eric Wareheim. We began by layering real stomach rumbles with a range of instruments, including floor toms, timpani, and cuica drums. This process transformed a quiet gurgle into a full-blown orchestral growl, creating a sound that was both relatable and larger-than-life.

A sonic twist anchored the project: we reimagined the iconic McDonald’s 5-note melody. Instead of its usual light, cheerful tone, we transposed it into an office-rattling rumble that tied the sound directly to the brand’s identity.

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Solution

The result was ‘The Big Arch Rumble,’ an immersive and unforgettable sonic identity. This sound became the heart of the campaign, powering a national takeover across TV, social media, radio, and in-restaurant displays. By giving ‘Big McDonald’s Hunger’ its own powerful and distinct sound, we helped turn the new burger into a cultural moment and a future McDonald's classic.

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