McDonald’s is celebrating 50 years in the UK with a month-long range of surprises such as the launch of an exclusive ‘I Had My Birthday Party at McDonald’s’ range, a first ever merch pop-up, a retro birthday party ad, special items added to the menu, surprises in stores, digital party bags, tastings of the Grimace Shake and more.
"McDonald's 50th birthday" multimedia campaign is created by Leo Burnett UK and includes a 60-second film ad directed by Fenn O’Meally through Smuggler, retro OOH posters by award-winning illustrator Sofie Birkin, 80s decorations in stores, a digital 'party bag' activation plus a special menu and range of 50th Birthday themed merchandise. It launched on 17 July with a nostalgic trip to the 1980s, the golden age for the McDonald’s birthday party.
The limited-edition party food menu includes a Double Big Mac, Birthday Cake Donut and the Grimace Shake.
The digital party bag is available through the McDonald’s app and offers users the chance to win food or merchandise. The goodie bag was supported and developed by CRM agency Armadillo.
Social-media activations include tutorials for the hero’s dance moves and outfit checks of vintage McDonald's crew uniforms on the brand's owned channels.
The brand will host a birthday pop-up shop where fans will be able to purchase Maccies merch from the exclusive 'I Had My Birthday Party at McDonald’s’ collection which commemorates McDonald’s of the 80s. The range includes retro pieces such as collectable bomber varsity jackets, striped sweatshirts, printed denims, birthday t-shirts, backpacks, bum bags, scrunchies a McDonald’s Rubix cube.
The free pop-up will include have a 1980s kitchen, a party area, cheeseburger stools, an Apple Pie tree, artworks, Grimace themed nail art, as well as the chance to win Grimace merch via an arcade claw machine.
And let's not forget about the 'cherry on top' of the pop-up, the birthday cake, as McDonald’s van will be giving away free Birthday Cake Donuts on the day, with a strawberry-flavoured filling and topped with buttercream-flavoured icing and sprinkles.
Visitors at the event will also have the chance to be some of the first in the country to taste the Grimace Shake, viral in the US and available nationwide from 28 August to 3 September. Inspired by Grimace’s iconic purple colour, the delicious Grimace Shake features a blueberry flavoured syrup blended with a creamy milkshake base.
Furthermore, a few VIP guests will make a surprise appearance at the pop-up.
The activation is led by Red Consultancy.
Matt Reischauer, marketing director UK and Ireland at McDonald's, said: "Our campaign celebrating our 50th birthday taps into the countless memories we've made with our fans and, of course, invites everyone to make new ones.
“From exclusive merch, to our digital party bag and special-edition menu (the birthday cake donut being my favourite) we wanted to make it possible for everyone across the nation to celebrate with a few surprises along the way. Who doesn't love a surprise at a birthday party?”
Andrew Long and James Millers, executive creative directors, Leo Burnett UK, said: “It’s a true privilege to help McDonald’s celebrate its first 50 years in the UK, and to do it in the most joyful way possible - by inviting the nation to enjoy the incomparable feeling that only McDonald’s gives you. We can’t wait to watch the festivities unfold!”
“Every good party has a final surprise, and McDonald’s 50th Birthday includes a colossal one”.
Happy Birthday Maccy D!
When: 26 August 2024, 12pm - 6pm
Where: Boxpark Shoreditch, London
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