The Big Mac, introduced nationally by McDonald's in 1968, became central to the brand's burger advertising.
The sandwich was created by franchisee Jim Delligatti, who operated McDonald's restaurants in the Pittsburgh area. It used two beef patties, a middle bun section, lettuce, cheese, pickles, onions, and Big Mac sauce. The distinctive three-part bun helped separate it from the company's simpler hamburgers and cheeseburgers.
The product's name became a major branding asset. McDonald's promoted the Big Mac through memorable descriptions and jingles, including the well-known list of its ingredients. This made the sandwich recognizable not only as a menu item but also as a piece of popular advertising culture.
The Big Mac was tested regionally before its nationwide introduction. That history is sometimes confused with the Quarter Pounder's launch, but the Quarter Pounder was introduced later, in 1971.