DUBAI: In a bid to improve its image amid ongoing boycott campaigns, global fast food giant McDonald’s has introduced a Japanese anime and manga-themed advertising campaign.
Since February, McDonald’s has been rolling out a manga-inspired makeover, featuring an upside-down version of its iconic golden arches, known as ‘WcDonald’s’ in some anime and manga.
The fast-food chain has collaborated with Japanese manga artist Acky Bright and Warner Brothers to create custom ‘WcDonald’s’ packaging and cosplay elements.
At first glance, the ads might appear to promote a new restaurant chain. This shift in branding comes as McDonald’s faces backlash, particularly in the Arab world, due to Israel-Gaza conflict boycott campaigns.
The controversy began when Alonyal, the Israeli franchise owner, announced after the October 7 Hamas attack that it would provide free meals to the Israeli military. This led to widespread boycotts and protests against McDonald’s.
In response, McDonald’s has announced plans to repurchase its 30-year-old Israel franchise from Alonyal, reclaiming control of 225 outlets. Despite this, the chain reported a decline in growth during the first quarter of this year, with McDonald’s shares falling by about 4%.
CEO Chris Kempczinski noted that the company’s operations in the Middle East, China, India, Malaysia, France, and Indonesia have been notably impacted. He stated, “As long as this conflict continues, we do not anticipate significant improvements in these markets.”
In an effort to attract attention, McDonald’s has introduced limited edition menu items under the WcDonald’s brand, including spicy McNuggets and a new savory chili sauce. The company has also teamed up with animation studio Studio Pierrot to produce the first official WcDonald’s anime. This series of four episodic shorts features WcDonald’s Sauce and WcNuggets.
Additionally, McDonald’s has opened a pop-up WcDonald’s branch in West Hollywood, California, offering an immersive dining experience.
Despite these efforts, the boycotts persist, as thousands in the Gaza Strip continue to face severe shortages of food, clean water, and housing due to the ongoing conflict.