McDonald’s

Comments off | By · July 24, 2026

Campaign Diaries

Japan

End of Chicken Fillet Sales, New Chicken Products Not a Renovation by McDonald’s, Goals After 5 Years of Development and Possibility of Resale

Brand: McDonald’s

Campaign: New Chicken Products Launch

Source: https://www.advertimes.com/20261020/article561123/

Goal: Enhance the appeal of the chicken category and create new staples.

Claim: Juicy, crispy texture, and flavors that make you want to eat again.

Summary: On October 21, McDonald's Japan is introducing four new chicken products including 'Zaku Zaku Juicy Mac' made with whole thigh meat, replacing 'Chicken Fillet' and 'Shaka Chicken.' These new offerings, developed over five years, aim to establish a new standard menu. The initiative seeks to increase the chicken category's appeal and cater to various dining occasions. Each new item utilizes the same chicken patty and is designed for lunch, dinner, and snacking, while addressing consumer feedback throughout development.

Campaign Diaries

No Brand Diaries found.

chicken menu product launch

United States

McDonald’s uses the Happy Meal box to detect vision problems in children

Brand: McDonald’s

Campaign: Happy Meal Vision Screening

Source: https://www.reasonwhy.es/actualidad/mcdonalds-caja-happy-meal-detectar-problemas-vision-ninos

Goal: To detect vision problems in children

Claim: Using Happy Meal box for vision detection

Summary: McDonald's is utilizing the Happy Meal box as a tool to detect vision problems in children, promoting the importance of eye health in a fun and engaging way.

Campaign Diaries

No Brand Diaries found.

Child Health McDonald's Vision Screening

New: OniriaTBWA and McDonald’s launch ‘Impatient’

Brand: McDonald’s

Campaign: Impatient

Source: https://www.adlatina.com/publicidad/nuevo-oniria-tbwa-y-mcdonalds-lanzan-impacientes

Goal: To highlight the impatience that comes with cravings

Media: microspots and prints

Summary: The campaign created by OniriaTBWA for McDonald's showcases humorous and realistic moments from daily life, emphasizing how impatience can complicate things while awaiting to enjoy one's order. It features situations at the drive-thru, in the car, or in the elevator, illustrating how hunger prompts fans to prioritize their cravings above all else.

Campaign Diaries

No Brand Diaries found.

food cravings humor impatience

Japan

Why Were Four People Portrayed Separately in the Tsukimi Burger Commercial? ‘Anticipation’, ‘Encounter’, ‘Reward’, ‘Eventization’ — Four Unique Messages

Brand: McDonald’s

Campaign: Tsukimi Burger Campaign

Source: https://www.advertimes.com/20261016/article560880/

Goal: Make the Tsukimi Burger an event enjoyed by everyone across Japan

Media: Television

Summary: The 'Tsukimi Burger' from McDonald's is celebrating its 35th anniversary with a vibrant television commercial featuring different celebrities enjoying the product. The campaign aims to turn the release of the Tsukimi Burger into a nationwide event, emphasizing the anticipation and joy around its launch. Each celebrity portrays a unique aspect of the Tsukimi experience, appealing to diverse fan experiences. The agency behind the campaign is Dentsu, and it has shifted the commercial's tone from a traditional autumn theme to a more lively presentation.

Campaign Diaries

No Brand Diaries found.

advertising campaign McDonald's Tsukimi Burger

Portugal

The Stage of Brands

Brand: McDonald’s

Campaign: 35 Years Anniversary Campaign in Portugal

Source: https://www.imagensdemarca.pt/artigo/o-palco-das-marcas-1791570052340/

Goal: To celebrate 35 years of McDonald's in Portugal.

Media: minidocumentary

Summary: The article highlights various brand initiatives, focusing on McDonald's 35th anniversary in Portugal, which includes a year-long campaign featuring different phases and a minidocumentary created in collaboration with Grupo Impresa showcasing the brand's history.

Campaign Diaries

No Brand Diaries found.

anniversary campaign Brand Storytelling innovation sustainability

Mexico

McDonald’s returns with a Formula 1 toy promotion in LatAm! (Hurry, because it runs out quickly)

Brand: McDonald’s

Campaign: Red Bull Racing

Source: https://infonegocios.biz/infomiami/mcdonald-s-vuelve-con-una-promo-de-autitos-de-f1-en-latam-apurate-porque-se-agota-rapido-2

Goal: Attract families and engage customers

Summary: McDonald's has launched a promotion featuring Formula 1 toy cars in Latin America, called the Red Bull Racing promo. In Mexico, it is specifically named the Checo Menu. This campaign aims to create a thematic experience and collaborative play for children and adults alike.

Campaign Diaries

No Brand Diaries found.

collaborative play promo thematic experience

United States

McDonald’s takes a bite of retail media with new ad network

Brand: McDonald’s

Campaign: McDonald’s Media Network

Source: https://www.marketing-interactive.com/mcdonald-s-takes-a-bite-of-retail-media-with-new-ad-network

Goal: To build a new revenue stream through a retail media network.

Claim: Commerce media is expected to reach over US$100 billion in the US by 2028.

Media: app, kiosks, digital menu boards, restaurants

Summary: McDonald's is piloting a new advertising network called McDonald's Media Network across 450 US restaurants, aiming to generate $1 billion over time by leveraging its customer relationships and media assets. The initiative is part of McDonald's strategy to expand its digital capabilities and create new value through personalized offers and rewards, while aligning its marketing efforts with a focus on direct customer relationships.

Campaign Diaries

No Brand Diaries found.

advertising network customer loyalty personalized marketing retail media

Costa Rica

New: Leo Costa Rica and McDonald’s Create an Instruction Manual for Playing with Food

Brand: McDonald’s

Campaign: Play with Food

Source: https://www.adlatina.com/publicidad/nuevo-leo-costa-rica-y-mcdonalds-crean-un-manual-de-instrucciones-para-jugar-con-la-comida

Goal: Encourage creativity and play with food during Children's Day.

Claim: Transform nuggets and fries into toys.

Media: Social media and global implementation.

Summary: Leo Costa Rica and McDonald's launched a campaign for Children's Day that includes an instruction manual for creating different shapes with food, specifically using nuggets and fries to assemble edible dinosaurs. The initiative uses the visual codes of construction toy manuals to engage children in playing with their food, while also gaining international attention and being shared across the globe. The idea aims to resonate with behaviors already seen in children's play and enhance the experience at McDonald's.

Campaign Diaries

No Brand Diaries found.

children's play food campaign McDonald's

McDonald’s invests $8.5 billion in ‘NEXT’ (the new logic of reinvestment not to recover, but to keep existing)

Brand: McDonald’s

Campaign: NEXT

Source: https://infonegocios.biz/infomiami/mcdonald-s-invierte-us-8-500-m-en-next-la-nueva-logica-de-reinvertir-no-para-recuperar-sino-para-seguir-existiendo-2

Goal: To maintain market position by adapting to changing consumer habits and costs.

Summary: McDonald's is investing $8.5 billion in its 'NEXT' strategy, which aims to adapt to changing consumer preferences and maintain its market position. The investment focuses on supporting franchisees and incorporating AI and infrastructure improvements, while also adjusting the menu to offer smaller portions and healthier options. This strategy reflects a shift from growth-oriented investments to those aimed at sustaining current operations.

Campaign Diaries

No Brand Diaries found.

AI integration franchise support investment menu adaptation

Global

McDonald’s reinvests $8.5 billion in ‘NEXT’ (a global phenomenon: from Shanghai to Buenos Aires) What does this teach us?

Brand: McDonald’s

Campaign: NEXT

Source: https://infonegocios.biz/infomiami/mcdonald-s-re-invierte-us-8-500-millones-en-next-un-fenomeno-global-de-shanghai-a-buenos-aires-que-ensena-esto-2

Goal: Invest in long-term brand value and customer experience.

Summary: McDonald's is making a significant investment of $8.5 billion into its 'NEXT' initiative, addressing the challenges of hyper-competition and consumer experience in a saturated market. The campaign emphasizes the need for creativity, culture, and genuine engagement to foster customer loyalty, suggesting that companies must evolve continuously to maintain their market position.

Campaign Diaries

No Brand Diaries found.

Brand Loyalty customer experience innovation investment

Global

SpongeBob and ONE PIECE under Golden Arches: McDonald’s combines two fandoms in a new Happy Meal adventure

Brand: McDonald’s

Campaign: Happy Meal Adventure with SpongeBob and ONE PIECE

Source: https://www.media-marketing.com/vijesti/spongebob-i-one-piece-pod-zlatnim-lukovima-mcdonalds-spojio-dva-fandoma-u-novu-happy-meal-avanturu/

Goal: To create a crossover experience for fans of both franchises

Claim: An unexpected collaboration creates a grand adventure for fans

Media: In-restaurant experience and digital game

Summary: McDonald's has launched a new Happy Meal collaboration that combines the worlds of SpongeBob SquarePants and ONE PIECE, creating an adventurous experience for children and fans. This collaboration features collectible toys with SpongeBob characters in ONE PIECE costumes and a digital game where users can interact with the toys. The project was developed by tms, which played a key role in creating the visual identity, strategy, and packaging for the campaign, emphasizing the synergy between the two franchises.

Campaign Diaries

No Brand Diaries found.

collaboration family marketing Happy Meal One Piece SpongeBob SquarePants

Asia

G-DRAGON Takes His McDonald’s Obsession on an Asia Tour

Brand: McDonald’s

Campaign: G-DRAGON Collaboration

Source: https://www.marketing-interactive.com/g-dragon-takes-his-mcdonald-s-obsession-on-an-asia-tour

Goal: To promote a new Asia-wide collaboration menu item and merchandise with G-DRAGON

Media: short film, social media

Summary: G-DRAGON is starring in a new campaign film for McDonald's as part of an Asia-wide collaboration that showcases his love for the brand. The campaign includes a new menu item featuring Gochujang butter sauce across 13 Asian markets, and G-DRAGON's label will release limited-edition merchandise. The campaign aims to engage fans and promote the collaboration.

Campaign Diaries

No Brand Diaries found.

collaboration fast food K-pop limited edition

Case Study Details

Campaign Diaries 🔒 Member Access ▾ Log In Remember me Forgot? Displaying 27 Campaigns for this Brand. Japan End of Chicken Fillet Sales, New Chicken Products Not a Renovation by McDonald’s, Goals After 5 Years of Development and Possibility of...