This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of McDonald's: The Travis Scott Meal, winner of the Collaboration & Culture Grand Prix in this year's WARC Awards for Effectiveness.

McDonald's had several initiatives in the lead up to it's now-defined brand platform of 'famous orders' which ultimately led to the Travis Scott meal. We spoke to Jennifer Healan, VP of U.S. Marketing at McDonald's and Tass Tsitsopoulos, Planning Director at Wieden+Kennedy New York to find out more.

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