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LinkedIn post: Contagious Campaign of the Week
Project type
LinkedIn Post
Date
February 2026
Link
A little context...
In an attempt to boost engagement for Contagious, I collaborated with the team to shorten posts for impact and add engaging visuals which resulted in our most popular social post yet.
How do you turn a condiment into a conversation? McDonald's Nordics delivered with Pickle it Forward.
Collaborating with Copenhagen-based agency NORD DDB CPH, the fast-food giant invited customers to drop unwanted pickles from their orders into a shared digital ‘pickle bank’ for fans to claim.
Running across Meta, TikTok, and YouTube, the campaign tapped into the classic ‘Harness Hate’ tactic – giving diners on both sides of the pickle debate a seat at the table. Haters mocked, lovers rallied and healthy friction kept the conversation going.
Love or loathe fermented cucumbers, McDonald’s recognised every taste and turned opposing opinions into an engine for engagement.
Read the Campaign of the Week here: https://lnkd.in/eebauGK9
McDonald's / NORD DDB / Denmark / January 2026