The McDonald's Massive McMuffin campaign consists of awesome ambient ads of literally epic proportions. The campaign calls for gigantic bags of Mickey D's meals, particularly breakfast, placed in random locations.
The bags of what is presumably a monstrous McMuffin stand at around 4 feet, making for one intimidating breakfast sandwich. Essentially, the Massive McMuffin campaign is yet another ingenious creation by mega ad agency DDB.
Implications - A nice group of consumers exists that has defined itself in opposition to the green and healthy living movement. These consumers care only about appeasing their impulses. One example of this is the KFC double down burger. Companies will find success by creating products for these consumers.