McDonald's Global Menu Heist Returns with Biggest Haul Yet
McDonald's fans in the UK and Ireland are in for a treat as the World Menu Heist returns, bigger than ever. Following last year's successful campaign, Leo UK and McDonald's have teamed up to bring nine menu items from eight countries to the local market.
The operation is built on fan feedback, with social listening used to identify the most-wanted menu items. The haul includes Germany's Big Rösti, Canada's Maple & Cheddar Chicken, and China's Szechuan Sauce.
The campaign is inspired by classic heist films and unfolds across five stages: Plan, Execute, Plot Twist, Execute, and Dispose. It follows the McDonald's crew as they track down fans' most-wanted products, steal them from around the world, and bring them home.
A 30-second hero film created by Leo UK launches on September 22, followed by a second spot on October 20. The campaign will run for eight weeks across various platforms, including TV, cinema, out-of-home advertising, social media, radio, CRM, partnerships, activations, and events.