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McDonald's launches the most awaited campaign of the FIFA World Cup: the "McDonald's Favorites". Every day of the week, there will be a typical sandwich from countries which are more likely to win the World Cup: McBrazil, McSpain, McGermany, McFrance, McItaly, McArgentina and McUnited States. To present the initiative, which is now in its fourth edition, Taterka created broad communication, which will be this year's largest one from the network. "This action is extremely dear and highly anticipated by McDonald's consumers, so it could not be left aside in the year of the World Cup in Brazil. We will bring to our customers delicious combinations of flavors in an exciting campaign that will contribute to the festive atmosphere generated by one of the biggest sporting events in the world", explains Roberto Gnypek, vice president of marketing at McDonald's. The campaign features famous chefs in a more relaxed moment, showing the supporter side in every one of us and revealing the typical accent and striking features of each country represented by this action. The Italian chef, for example, speaks with his hands; the Brazilian one shows all the hospitality and friendliness of a World Cup host; and the Argentinian one will be more comical and funny. Communication is composed by small films in versions of 30" and 15", which will run on major TV cable and open channels. "This campaign is very striking and the public is more used to it. It is expected to happen every World Cup. Our strategy for this year was to present the personality of each chef, giving them fan attitudes", concludes Simon. For this campaign, Taterka used native or descendants of characters from the countries they represent in the movie.