McDonald's is reintroducing McDonaldland via a comprehensive campaign that includes TV ads, a dedicated website, experiential events, and promotions across platforms like Fortnite and Snapchat. The McDonaldland Meal, available from August 12, features iconic items and collectible souvenirs. This revival taps into brand nostalgia and brings back beloved characters such as Ronald McDonald, Grimace, and the Hamburglar, aiming to engage both long-time fans and new generations unfamiliar with the McDonaldland lore.
"Over the past few years we've seen how fans flock to our characters, everyone from Grimace to the Hamburglar. 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."
The new effort is the first time the entire crew of brand characters appears in the chain's marketing, including in a psychedelic commercial soundtracked by Toro y Moi that reimagines an ad from 1971.
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