Menu Receh (Loose Change Menu)

Lurking monsters, code-breaking spies, dangling creatures… the latest campaign from McDonald’s Indonesia reimagines nail-biting movie scenes to remind us that loose change is annoying, so “Get Rid of It” with Menu Receh.

Created by Leo Burnett Indonesia, the campaign promotes McDonald’s Indonesia’s Menu Receh (Loose Change Menu), a menu featuring affordable small bites, drinks, desserts, burgers and rice bowls, all starting from the bargain price of Rp 5,000 (USD$0.30).

In each exaggerated scene, characters are hindered by loose change—coins spill and jangle, causing distractions and suspense.

“As a film-loving nation, we loved the idea of replicating blockbuster scenes to show that even tiny sums of money can unlock feel-good experiences for a Gen Z audience, who don’t have much money to spare, yet ironically, don’t value their spare change,” explains Ravi Shanker, Chief Creative Officer of Leo Burnett Indonesia.

Cash is still widely used in Indonesia, although digital transactions are on the rise. Leo Burnett Indonesia discovered many Indonesians rarely spend their small change, viewing it as having little value or being a hassle to carry around. To turn a nuisance into a valuable currency, it looked to popular culture for inspiration, using loose change to symbolize McDonald's commitment to affordability – a key driver for increasing restaurant visits.

Michael Hartono, Marketing Director at McDonald’s Indonesia, adds: “Value has become crucial in today’s tough economic climate. In the digital payment age, we understand that the use of loose change has become less desirable, and somewhat neglected. However, we've discovered a shift in the meaning of ‘loose change’ that goes beyond the transactional to refer to anything that’s affordable and fun. We used this insight to build relevance for our ‘value’ platform, as it goes beyond mere transactions at McDonald's.”