McDonald’s U.K. has officially launched the latest edition of its popular Monopoly promotion, now in its 18th year. This time, the campaign, spearheaded by advertising agency Leo Burnett U.K., introduces a new feature called “Power Peel” to enhance the game’s appeal.
The campaign kicked off on September 4, with the “Power Peel” feature bringing an extra layer of excitement to the game.
The global marketing agency tms played a crucial role in the development, handling the game’s mechanics, digital aspects, packaging, and overall design.
The promotion is designed to draw customers in with bigger prizes and immersive experiences. One of the standout features is Mayfair Monday, a new digital component that will award one lucky player £20,000 in cash every Monday during the campaign.
John Viccars, International Marketing Strategy Lead at tms, highlighted the appeal of the campaign, noting that it aligns with a growing trend in the U.K. towards smarter spending and getting more value.
“Customers loved the Double Peel feature from the past couple of years, so we’ve amplified the experience to deliver even more joy and more chances to win,” Viccars stated.
Peel And Win: Real And Digital Rewards
Players can participate both in-store and through McDonald’s app by peeling physical stickers or entering codes digitally to win prizes. The app offers a Mr. Monopoly Bonus Reward, giving customers 1,500 MyMcDonald’s Rewards points after entering 30 Property Codes.
A massive prize pool of over 70 million items is up for grabs, including £2,000 holiday vouchers from Jet2Holidays and new Hisense TVs from Currys. Monopoly-themed rewards like train credits and free parking are also among the prizes.
The McDonald’s Monopoly promotion has become a key part of the fast-food giant’s marketing strategy, generating significant buzz and encouraging customer engagement year after year. By combining familiar tactics with fresh incentives, McDonald’s continues to boost customer excitement through rewards and prizes.
Campaign Highlights
Leo Burnett U.K. is leading the charge with an integrated campaign that includes two commercial spots directed by Josh Cohen. The main commercial focuses on the Monopoly game and its various prizes, while a second spot reintroduces McDonald’s Philly Cheese Stack.
The commercial for the Philly Cheese Stack builds anticipation with mouth-watering visuals, leading to the tagline, “What could be better?” The answer: enjoying the Monopoly game alongside the burger.
In the hero spot for Monopoly, the ad showcases the magic of the “Power Peel” feature. A man peels back his Monopoly sticker to reveal a neon pink light, magically summoning a McDonald’s meal. In another scene, a woman transforms a toy car into a real Mini Cooper, while another player opens a portal to win £100,000 in cash. The ad closes with vibrant fuschia energy bursting into the sky, urging customers to take their shot at winning big.
A Celebration of 50 Years in The U.K.
McDonald’s is also marking its 50th anniversary in the U.K. this year. As part of the celebration, the company has introduced the Grimace Shake to the U.K. for the first time, delighting fans of the nostalgic character.
This year’s Monopoly campaign promises not only exciting prizes but also a nostalgic nod to McDonald’s long-standing presence in the country.