Loose change can be a nuisance, especially in an era where cashless payments are increasingly popular. McDonald’s Indonesia has tapped into this common frustration with a new campaign designed to address the issue head-on.
The campaign, titled “Menu Receh” or “Loose Change Menu,” uses dramatic scenarios to highlight the inconvenience of dealing with spare change. In the campaign video, characters find themselves in tense situations—a person fleeing from a dinosaur, a spy on a covert mission, and someone escaping from a ghost. Each character’s predicament worsens when loose change falls out of their pockets, drawing unwanted attention and causing disruptions.
McDonald’s Indonesia is promoting its solution to this problem: the Menu Receh. This special menu offers affordable meals starting from Rp 5,000 (about USD$0.30), encouraging customers to use their loose change on small bites, drinks, desserts, burgers, and rice bowls.
“Value has become increasingly important in today’s challenging economic climate,” said Michael Hartono, Marketing Director at McDonald’s Indonesia. “As digital payments become more prevalent, loose change has become less desirable and often overlooked. We’re leveraging this insight to redefine ‘loose change’ as something valuable and enjoyable.”
The campaign, developed by Leo Burnett Indonesia, reflects a broader trend. Despite the rise in digital transactions, cash remains common in Indonesia, where many people see small change as either negligible or cumbersome. Ravi Shanker, Chief Creative Officer at Leo Burnett Indonesia, noted, “As a nation that loves movies, we embraced the idea of recreating iconic film scenes to show that even small amounts of money can offer enjoyable experiences. This resonates with a Gen Z audience that may not have much money to spend but often overlooks the value of their spare change.”
In other McDonald’s news, McDonald’s Malaysia recently released a limited edition of 100 parkas. The parkas were available at 10 locations nationwide, with the first 100 customers in line receiving a free parka after ordering two sets of 20-piece Chicken McNuggets.