#ΘΜΠ

The campaign “ΘΜΠ” is inspired by a global trend on social media (Tik Tok primarily) in which youngsters use letter initials to describe something they are obsessed with.

The acronym “ΘΜΠ” is the protagonist of the film. We watch it and hear it throughout the TV spot, in different locations and situations.

“ΘΜΠ” is the moto for all those who truly love bacon, since it stands for “I Want Bacon On Everything!”. Of course, as it happens with most acronyms of the kind, “ΘΜΠ” follows the secretive rules of a new slang, which is shared only by those in-the-know.

In this particular case, it’s the slang Bacon Lovers and McDonald’s share! It is the code initials we use when we want to enjoy our favorite products, Crispy McBacon Beef and Crispy McBacon Chicken, (in a Spicy Sauce version too)!