The Big Mac gave McDonald's its first major product-specific national advertising campaign in 1968.
Jim Delligatti, a McDonald's franchisee in the Pittsburgh area, created the sandwich in 1967 by using two beef patties, a middle bun layer, lettuce, cheese, pickles, onions, and sauce. McDonald's added the item to its national menu in 1968. Its distinctive three-part bun and layered construction made it easier to recognize than a generic hamburger.
The Big Mac's launch was also important for branding because it gave McDonald's a signature product that could anchor national marketing. Product-focused advertising helped the chain build a consistent identity across franchises while giving customers a memorable item to associate with the arches.
The Big Mac is sometimes confused with the Quarter Pounder, which was introduced nationally in 1973. The Filet-O-Fish predates both, arriving in 1963. The Big Mac's 1968 national debut therefore sits at a key point in McDonald's shift toward strongly branded flagship menu items.