On March 17, McDonald’s launched its Big Arch burger in Poland, an event that sparked considerable excitement among internet users. The anticipation for the burger intensified after Chris Kempczinski, the CEO of McDonald’s, shared a video on Instagram of himself 'testing' the Big Arch. However, his lack of enthusiasm during the tasting did not sit well with many viewers, leading to a wave of comments and discussions online about his presentation. Despite this, the video succeeded in stirring curiosity around the new product, pointing to the marketing power of social media in promoting fast food innovations.

As part of its promotional campaign, McDonald’s prepared extensively before the launch by introducing countdown clocks in restaurants nationwide, which signaled the forthcoming arrival of the Big Arch. This led to a buzz in public spaces, as well as advertisements featuring the slogan, "Something really BIG is coming." The grand unveiling attracted significant attention, positioning the Big Arch as a new highlight in McDonald’s menu offerings, particularly among Polish consumers eager for new and exciting fast food options.

The Big Arch is currently promoted with the tagline, "Big Hunger? Big Arch," which underscores McDonald’s strategy to appeal to customers with larger appetites. The combination of a strategic online debut, the CEO’s involvement, and physical marketing initiatives suggests that McDonald’s is leveraging both digital and traditional means to maximize engagement and drive sales in Poland, capitalizing on the excitement around new menu items to strengthen its market presence.