Great Deliveries.

According to the agency's Loeries entry, the UAE has around eight million cricket fans, an audience McDonald's had barely reached. The eight-nation Asia Cup, played in Dubai and Abu Dhabi in September 2025 and featuring India and Pakistan, was the moment to do it, but the brand could not afford premium airtime during the biggest matches and risked being absent while millions watched on TV and mobile.

The idea plays on the double meaning of "delivery": a ball bowled in cricket, and McDelivery. The entry says commentators use the word about 60 times a game, so during live Asia Cup matches each call of "delivery" unlocked a delivery offer in the McDonald's app, synced in real time and announced with a push notification ("That's a great delivery. Here's another."). Fans opened the app, picked a match-day meal and had it delivered to their homes. The entry says the activation ran with no paid media and no celebrity endorsement.