Heritage meets community: McDonald's ID marks Independence Day with 'Ini rasa kita'

McDonald's Indonesia is leaning into cultural pride and community spirit with the return of its "Ini rasa kita" Independence Day campaign, developed in partnership with Leo Burnett Indonesia. The 2025 edition pairs heritage-inspired menu items with interactive celebrations designed to bring Indonesians together in the month of August.

At the heart of the campaign is "Cita rasa kebanggaan Indonesia" - the proud flavour of Indonesia - embodied in two limited-edition offerings: Ayam McD Rendang and the Rendang Burger. Both pay homage to one of the country's most recognisable culinary exports while applying a McDonald's twist.

The campaign also revives the Parade Thru, a nationwide activation that turns McDonald's Drive-Thru lanes into makeshift stages for decorated bicycles, cars, and even miniature floats. Last year's edition saw over 10,000 participants, with vehicles transformed into everything from fighter jets to replicas of Garuda.

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"Parade Thru is more than just a celebration; it is a testament to the power of tradition and unity that is so deeply rooted in Indonesia," said Caroline Kurniadjaja, associate director of marketing at McDonald's Indonesia. "We were thrilled to see how last year's initiative touched the hearts and imaginations of millions of Indonesians. With the addition of the Gapura decorations this year, we hope to further inspire and unite the people of Indonesia to celebrate our independence in an unforgettable way."

The new element Caroline refers to is Gapura Nusantara, a design competition encouraging communities to turn their local gateway arches into patriotic installations. The idea reflects McDonald's ambition to embed itself in everyday neighbourhood celebrations, extending beyond its restaurants into the cultural fabric of Indonesian Independence Day.

By blending food innovation with grassroots engagement, McDonald's Indonesia and Leo Burnett Indonesia are framing the "Ini rasa kita" campaign not just as a seasonal promotion, but as a nationwide movement in honour of unity and diversity.

The campaign was brought to life through the creative vision of Nadia Yuliani and Gianine Cindy, with project management by Nithyananda Madewa.

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