CELEBRATE GRIMACE’S BIRTHDAY AT McDONALD’S
Before the party could start, we needed to remind McDonald’s fans of all the good times they had while celebrating with McDonald’s. This promotion was about highlighting fan-led rituals and tying them back to the celebration of our birthday boy, Grimace. Through special packaging we helped inform and excite consumers of the promotion. This lead to a huge boost in sales for the month of June (Average Check ~$18, Big Mac Meals +14%,10pc McNugget Meals +13% & Shakes +96%). We also sparked a viral frenzy that created even more brand fandom and lead this campaign to become McDonald’s second most engaged campaign of all time! Now that is something worth celebrating; Happy Birthday Grimace!
Packaging was inspired by McDonald’s heritage materials and modern playful 3D illustration which created a “future nostalgia”. This allowed Gen Z and other generations to connect and feel a part of the celebration happening at McDonald’s.
