The dessert, which has already won over many consumers, is available again for a limited time, until May 26, in all restaurants in the country, including the McDelivery service.

Inspired by one of the most famous desserts in Portuguese restaurants, the Doce da Casa Sundae combines classic McDonald’s ice cream with two ingredients that are very familiar to the Portuguese: egg custard and crushed Maria biscuits.

The biscuit used in this special edition is supplied by the Portuguese brand Vieira, which is part of McDonald’s network of more than 700 national partners in Portugal, says Marketeer.

This launch is part of McDonald’s strategy to reinforce its connection with local culture, valuing the products, flavours and habits of the Portuguese. The motto of the new campaign is clear: “The most Portuguese Sundae in the world”.

Ana Freitas, marketing manager at McDonald’s Portugal, highlights the importance of this approach: “This product is a tribute to Portugal, to the flavours we grew up with and the traditions that connect us.”

The manager also highlights the brand’s positioning: “As a global brand with a local presence, McDonald’s adapts to each market and, in Portugal, we value offering national recipes to our consumers.” The objective, according to Ana Freitas, is to reinforce the emotional connection with the Portuguese public, “through a close, authentic and culturally relevant approach”.