The "Follow the Arches" campaign breaks the famous logo up into portions that point people to the closest restaurant

Fast food giant McDonald’s and Canadian marketing company Cossette have teamed up to create the “Follow the Arches” campaign in Canada. The campaign features billboards with only portions of McDonald’s iconic golden arches logo that serve to point drivers in the direction of the nearest restaurant.

McDonald’s regional marketing supervisor Andrew Mumford pointed out what the campaign says about the universal recognizability of the McDonald’s brand: “The campaign is a playful example of how the arches are recognizable, even when the consumer only sees a portion of the logo.”

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According to Adweek, the campaign currently only features four billboards in the Toronto area, but it could extend beyond that in the future.

McDonald’s | Cossette

Fast food giant McDonald’s and Canadian marketing company Cossette have teamed up to create the “Follow the Arches” campaign in Canada. The campaign features billboards with only portions of McDonald’s iconic golden arches logo that serve to point drivers in the direction of the nearest restaurant.

McDonald’s regional marketing supervisor Andrew Mumford pointed out what the campaign says about the universal recognizability of the McDonald’s brand: “The campaign is a playful example of how the arches are recognizable, even when the consumer only sees a portion of the logo.”