As arguably the world’s most famous brand, it’s not surprising that McDonald’s has found its way into pop culture over the years. The fast-food giant’s latest campaign celebrates this claim to fame based on a simple premise: everyone has a McDonald’s order, even in the fictional world.
“It’s not only our real-life fans who have a go-to order, for decades our favourite movie and TV characters have too,” says Morgan Flatley, global chief marketing officer and head of new business ventures at McDonald’s. “The As Featured In Meals is our biggest Famous Order yet, celebrating the most memorable McDonald’s references across the world of entertainment.”
Available in more than 100 countries, the As Featured In meals reference some of the brand’s most iconic film and TV cameos from over the years. These are woven into the accompanying campaign film, which opens with a scene from Richie Rich showing the boy billionaire’s private McDonald’s branch in his family mansion.
The ad features clips from American comedies such as the Office and Friends, chick flick classic Clueless, and Wong Kar Wai’s arthouse film Fallen Angels. There’s even a preview of the new season of Marvel Studio’s Loki (look out for the newly branded Sweet ‘n’ Sour Sauce).
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As part of the same campaign, the brand has been flexing its muscles in the merch space with the launch of its much-hyped (albeit divisive) collaboration with Palace, a skate brand known for its cult designs and playful tone of voice.
Fans who purchase the As Featured In Meals can scan the QR code on the packaging in order to access the custom merch range. Palace is also set take over McDonald’s first ever US outlet in Downey, California, on August 18.
Agency: Wieden+Kennedy New York