McDonald’s strengthens its position also in entertainment, not just in food. And it does so through “features” with the cultural industry, to offer a “front row seat” to the consumer, just like at the cinema. An experience to relive some now iconic scenes from films, TV series and song verses.
L’ultima campagna “As featured in meal”
McDonald’s did not limit itself to the “As featured in meal” campaign which was managed by the Wieden+Kennedy agency in New York. This is the largest campaign created so far by the well-known fast food chain, aimed at 100 different markets around the globe.
“Everyone has an order at McDonald’s, even in the fictional world” specifies the company to introduce the campaign. In fact, the advertisements feature cameos of the brand’s products which have appeared in various films, TV series and even song lyrics over time.
“It’s not just our real-life fans who have favorite products to order, for decades our favorite movie and TV characters have done so too.” explains Morgan FlatleyGlobal Chief Marketing Officer and Head of New Business Ventures di McDonald’s, «As featured in meal is our most popular order yet, and celebrates the most memorable McDonald’s references in entertainment.”
The menu that celebrates McDonald’s cameos
Seeing a sandwich associated with a character from the world of cinema creates a greater connection with the brand. This seems to be the strong point of the McDonald’s campaign.
The menu, designed for the occasion, includes three choices: Chicken McNuggets 10 pieces, Quarter Pounder with cheese, Big Mac with medium fries, and the special Sweet’N Sour sauce
Why exactly were these items chosen to be included in the menu? Because they represent examples cited on certain entertainment occasions:
- in the hit American TV series of the 90s, “Seinfeld” (popular in the USA and now available in Italy on Netflix), in the episode “The Boy Friend”, one of the protagonists, George Costanza, says “I haven’t had a Big Mac in a long time”;
- in the movie “Reality Bites”, (titled “Young, cute and unemployed” in Italy) from 1994, the character Troy Dyer claims to try “pleasure in the details of life, like a Quarter Pounder with cheese”;
- in the Universal Pictures film, “I’m not Rappaport” (“A couple of outbursts” in our country), from 1996, the protagonist declares himself “extremely fond of McNuggets of chicken”
There are many “famous” references to fast food sandwiches included in the campaign. We can still mention the well-known passion for the sandwich Filet O’Fish of the office manager Michael Scott, who in the TV series “The Office”, is underlined on several occasions
Further scenes of ordering McDonald’s products are recorded in the films “Coming to America”, “Fast and Furious”, “Space Jam”, e “The Devil is a part-time”.
Not only visual references, but also in the field of music, the quotes from the best-known fast food brand are different. For example, in “You be Illin”, i Run DMC cantano “He gave a quarter and his order, small fries, Big Mac!”.
Collaboration with the “Loki” series
The campaign doesn’t just cite famous orders, but aims higher. It is completed by the collaboration with the second season of the TV series, “Loki”available from October on Disney+.
Fans of the Marvel Studios series will be able to unlock an exclusive contact on Snapchat by scanning the QR code on the lid of the Sweet’N Souce sauce. The scan will allow you to discover preview interactive content, updated weekly.
Not only that, fans will be transported through the Metaversoin a McDonald’s location in Brooklyn (6620 Bay Parkway), in 1982, transformed into the set of a scene from “Loki”.
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The collaboration with Palace
The collaborations in the new McDonald’s campaign are truly many. The one with the streetwear and skateboard brand is also added, Palace.
The London-based company has created special merchandising, which can be accessed by scanning the QR code on the packaging of the products included in the “As features in meal” menu. An original capsule collection made up of sweatshirts and t-shirts with the iconic yellow M print. A line of accessories is also added to the limited edition, among which a ruby ring stands out.
The other “famous” McDonald’s menus
McDonald’s is no stranger to creating advertising campaigns centered on the tastes of well-known personalities. Already in 2022, in the countryside “Famous order”, the advertising spot created by the Leo Burnett agency, featured a series of trays containing the meals of VIPs, both real and imaginary.
The central character of the campaign in Italy was the singer Expensive, which showed the tray with their order of favorite products, chosen from those on the menu. Also in this case an experiential activity was planned for the consumer who, by purchasing the same menu as the singer, had the opportunity to participate in a prize competition.
Among the other “famous” trays also the rapper Fedez e Santa Claus.
At an international level, among the important menus, we find those of the South Korean boy band BTS, he raps Travis Scott and the singer J.Balwin.
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