McDonald’s is feeding into curiosity about menu items from around the world with a cinematic campaign announcing the arrival of six international products in Canada.
The QSR and creative agency Cossette launched “The International Menu Heist” on Tuesday, a 360-degree campaign inspired by classic caper films.
The creative kicks off with cryptic social drops and “leaked” content to build intrigue and draw attention to the larger story. TV and OLV spots, OOH executions, TikTok stunts, AR-powered games and immersive Spotify audio dramas play distinct roles in the campaign rollout.
Featured products include Germany’s Big Rösti, Japan’s Teriyaki Chicken Sandwich, Italy’s McPizza Bites, Belgium Biscoff McFlurry, Britain’s Garlic Mayo-Style Sauce and Australia’s Sweet Tangy Chili Dip.
“We know our guests are intrigued by iconic menu items from McDonald’s around the world – and we’ve been paying attention,” Rebecca Smart, director of marketing brand strategy at McDonald’s Canada, said in a news release. “With this campaign, we’re bringing some of those international favourites home in a way that’s bold, unexpected and full of the playful flavour only McDonald’s could deliver.”
“We saw an opportunity to do something bigger than just introduce a new menu, we wanted to give it a whole new narrative,” said Andrew Chisholm, executive creative director at Cossette. “’The International Menu Heist’ let us turn global fan intrigue into a bold, cinematic storyline rooted in discovery and play.”
OMD is behind the buy, while Weber Shandwick is providing PR support.
“The International Menu Heist” runs nationwide until July 28.
In February, McDonald’s celebrated the 30th anniversary of both the Toronto Raptors and the McFlurry with a limited-time menu item and, last month, the QSR chain launched a campaign for the latest iterations of its Summer Drink Days and Summer Treat Days promotions.
