The unique Big Mac sauce has always been the star of the burger, and millions of fans have clamored for it to be sold separately. Yet, in its 50-year history in Spain, McDonald’s never seriously considered this due to international approvals, marketing challenges, and operational logistics. For the Big Mac sauce to be sold in Spain, all elements needed to align perfectly with the marketing strategy. And guess what? They finally did. Early this year, a rare planetary alignment, the first in 467 years, inspired TBWA\Spain to launch the Impossible Sauce.

TBWA\Spain capitalized on the planetary alignment to make history by offering Big Mac sauce for sale in Spain for the first time. They launched a social media campaign to build anticipation, and on the exact day of the alignment, unveiled a web store where the sauce was available for just 24 hours. The demand was overwhelming. Traffic surged to the point that the website crashed, and in less than nine minutes, all the sauce was sold out. Thousands joined the waiting list, sparking a significant amount of online conversation.