McDonald’s U.K. marks its 50th anniversary with a lively homage set in a nostalgic 80s McDonald’s birthday party. Created by Leo Burnett U.K. and directed by Fenn O’Meally of SMUGGLER, the campaign was first hinted at through Instagram posts by McDonald’s.
The posts reintroduced iconic McDonald’s characters like Birdie, Grimace, and The Hamburglar on an invitation. Shortly after, a one-minute spot unveiled the iconic interiors of an 80s McDonald’s, where a young boy blows out birthday candles amid friends.
Celebrations ensue with 80s hip-hop playing in the background, prompting one boy’s dance moves to spark a joyous dance party among the children. The spot concludes with a slideshow of McDonald’s storefronts over the past five decades, highlighting the brand’s enduring presence in the U.K.
“We are honored to assist McDonald’s in celebrating its first 50 years in the U.K., capturing the joy that only McDonald’s can provide,” stated Andrew Long and James Millers, executive creative directors at Leo Burnett U.K.
Filmed at the original McDonald’s U.K. location in Woolwich, London, the campaign recreated an 80s McDonald’s, featuring Cheeseburger Stools, an Apple Pie Tree, and retro menu boards. Leveraging nostalgia, the campaign aims to resonate emotionally and foster brand loyalty, appealing to both older and younger audiences captivated by retro trends.
The campaign extends beyond the spot, encompassing five original posters reimagining vintage birthday invitations.
Illustrated by Sofie Birkin, each poster represents a different era in McDonald’s history. Additionally, exclusive merchandise inspired by 80s design, including tees, sweaters, and denim jackets adorned with McDonaldland characters and red-yellow motifs, will be available through MyMcDonald’s Rewards.
Further enhancing engagement, a digital goodie bag developed by The Marketing Store will offer users a Birthday Cake Donut and exclusive merchandise via the McDonald’s U.K. app.
Deployed across OOH, owned media, and social platforms, this initiative builds upon McDonald’s U.K.’s recent child-focused campaigns, such as the mental health awareness initiative “The Meal” and the anime-themed McNugget sauce promotion in the U.S., which garnered significant social media engagement.