Brand Tracker

Welcome to the automated Brand Tracker diaries.

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.

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.

advertising campaign McDonald's Tsukimi Burger

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.

children's play food campaign McDonald's

Croatia

Six gaming worlds gathered around the same table at McDonald’s

Brand: McDonald’s

Campaign: Side Missions

Source: https://www.media-marketing.com/vijesti/sest-gaming-svjetova-naslo-se-za-istim-stolom-u-mcdonaldsu/

Goal: To blend gaming worlds with the McDonald's experience.

Claim: Virtual worlds come to McDonald's.

Media: Television, digital channels, social media, outdoor advertising, MyMcDonald's App

Summary: McDonald's has partnered with Xbox and the agency Leo UK to create the 'Side Missions' campaign, which integrates characters from six gaming franchises into its menu. Instead of players bringing McDonald's into their gaming worlds, the campaign allows these virtual worlds to intersect with the physical McDonald's experience. The campaign includes teasers, a hero film featuring characters from the games, and unique in-store experiences, encouraging fans to embark on their own 'side missions' to visit McDonald's.