Better side of winter

To set a new Drwal sales record despite fewer Poles eating out, McDonald's used board games to counter winter isolation. The campaign created the largest board game event around a restaurant for nearly 30,000 people, produced the Drwal game "W pełnym składzie" won by 13,000 loyalty program participants, and launched game zones in all 550 restaurants. The insight held that Polish winter keeps people home and alienated, so board games, which cannot be played alone, encourage spending time together.