By With the McDonaldland revival, a multichannel campaign aimed at rekindling core memories and reestablishing fans’ connection to the brand’s iconic characters. McDonald’s is making a daring return to its origins.
After more than 20 years, the whimsical world of Grimace, Hamburglar, Birdie, and Mayor McCheese is back. This time, through a nationwide campaign that blends nostalgia marketing with modern platforms.
To engage audiences across platforms and generations, the multichannel initiative blends emotional branding with digital innovation.
On August 12, the McDonaldland Meal includes fan favorites, a Quarter Pounder or Chicken McNuggets, fries, and a surprise-flavored McDonaldland.
Additionally, the campaign spans TV, digital, experiential, and retail, featuring a psychedelic Toro y Moi commercial. It also includes a Fortnite takeover and a Snapchat AR experience with filters, lenses, and 3D maps.
Image: Nedist
Furthermore, in a nod to fashion and lifestyle trends, McDonald’s partnered with Pacsun on a retro clothing line and Away for travel accessories. Meanwhile, activations will appear at ThriftCon, Breakaway Music Festival, and Daytona 500, blending fashion, music, and sports for immersive engagement.
As the brand faces a 3.6% dip in U.S. Q1 sales, the McDonaldland campaign stands as one of its most expansive emotional branding efforts to date, reigniting fast food nostalgia across generations and platforms.
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FAQs
1. What is McDonald’s McDonaldland Revival all about?
McDonald’s McDonaldland Revival is a nostalgic campaign using food, merchandise, and digital experiences to bring back beloved characters like Grimace.
2. When will McDonald’s offer the McDonaldland Meal?
Featuring classics like Chicken McNuggets and a collectible memento, the limited-edition McDonaldland Meal will debut on August 12, 2025.
3. What Does McDonald’s McDonaldland Meal Include?
The McDonaldland Meal includes a Quarter Pounder or Chicken McNuggets, fries, a surprise-flavored Mt. McDonaldland Shake, and a collectible item.
4. How is McDonaldland Revival being promoted?
McDonald’s is employing a multichannel approach that includes fashion partnerships, Snapchat AR filters, TV commercials, and a Fortnite takeover
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