McDonald's "Which country tastes the best?" FIFA World Cup Campaign

On May 25, McDonald's Japan held a press conference for its 2014 FIFA World Cup Brazil campaign and an appointment ceremony for the Escort Kids participating in the tournament at the McDonald's Shibuya Toei Plaza store in Tokyo.

Chief Marketing Officer (CMO) Emiko Tawara, noting the company's support for soccer as an Official Sponsor and Official Restaurant of the FIFA World Cup since the 1994 USA tournament, stated in her address, "With the desire to be a supporter for everyone enjoying the World Cup, we have prepared various programs to deliver happy experiences."
To commemorate the Brazil tournament, McDonald's will launch a limited-time lineup starting May 27th. Centered on the concept "Which country has the best taste?", the lineup includes four hamburgers like the "Brazil Burger Beef BBQ" and "Japan Burger Beef Mince", side dishes like "Italian Risotto Balls", carbonated drinks, desserts, and a total of 14 products inspired by the eight participating nations. Additionally, McDonald's will feature special worldwide packaging for its fries, printed with artwork from 12 artists around the globe.

The Escort Kids program, unique to McDonald's, selected 11 children from a record-high approximately 10,000 applicants. The children will enter the pitch holding hands with players during Japan's second group stage match against Greece. Led by mascot Donald McDonald, the 11 children received appointment certificates from CMO Tawara, who told them, "Please send your energy and courage to the players," boosting their spirits. This program is being implemented in 69 countries worldwide, with over 1,400 children participating in the tournament.

To coincide with the campaign, four TV commercials, including the "Everyone's World Cup ALL FOOD" edition, began airing on May 25.