Trending PR Campaigns
McDonald’s Pickle Boost at the Chicago Marathon
For Chicago Marathon weekend, McDonald’s handed out limited-edition bottles of pickle brine called Pickle Boost at a Lakefront Trail pop-up and selected restaurants near the route. The hook was turning runners’ interest in pickle juice as a cramp remedy into a playful, timely giveaway—though the science behind the supposed benefit remains mixed.
Why it worked: It piggybacked on a major live event with an on-the-spot freebie that provoked expert debate over whether it actually works.
The lesson: Consider offering a timely, location-based giveaway that challenges a common belief and invites third-party experts to argue about it.
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