McDonald’s Bets on Nostalgia With Full McDonaldland Relaunch
McDonald’s is reopening the gates to McDonaldland for the first time in over two decades.
In its newly launched nostalgia-fueled campaign, the fast-food giant brings its full cast of classic characters to pull in both older fans and a new generation of consumers. Launched ahead of the brand’s August 6 earnings report, the campaign is one of McDonald’s most expansive plays in recent memory.
It centers on the McDonaldland Meal, available nationwide beginning August 12. The meal will include a special Mt. McDonaldland Shake with a mystery flavor, collectible souvenir tins, and a choice between a Quarter Pounder with Cheese or 10-piece Chicken McNuggets. “Over the past few years, we’ve seen how fans flock to our characters, everyone from Grimace to the Hamburglar,” said Jennifer "JJ" Healan, McDonald's VP of U.S. Marketing, Brand, Content & Culture. “But many, especially the new generation, don’t know that’s just the tip of the iceberg. There’s an entire magical world of McDonaldland, filled with characters, places, and lore."
Bringing McDonaldland to life
To modernize the characters for today's audiences, McDonald’s released a psychedelic new TV spot inspired by its original 1971 McDonaldland commercial. The ad features animation, live action, and music by Toro y Moi, reintroducing the world to Gen Z in an immersive format.
On the ground, McDonald’s is activating the campaign at cultural events like ThriftCon, Breakaway Music Festival, and the Daytona 500.
Online, McDonaldland appears in a Fortnite takeover and Snapchat AR filters that allow users to explore a 3D map and play mini-games.
The campaign also extends into retail through brand partnerships with Pacsun and travel brand Away. Pacsun’s drop includes graphic tees, hoodies, and bucket hats featuring McDonaldland art. Meanwhile, Away offers luggage tags and charms available with in-store purchases starting August 18.
It’s all part of what McDonald’s sees as a long-term investment in character-driven brand storytelling to stand out from the rest, even as its U.S. sales dipped 3.6% last quarter.
Source: designrush.com