McDonald’s Canada Brings Britney Spears’ 'Gimme More' to McValue Campaign

At a time when value matters more than ever, McDonald’s Canada and Cossette have introduced a national campaign that elevates McValue into a brand experience.

Rooted in McDonald’s one-year price promise and built around the $5 McValue Meal along with other dependable offerings, this initiative reframes McValue as something Canadians do not just notice, but feel.

That feeling comes to life through bold, fast-paced storytelling featuring three of McDonald’s most beloved characters, set to the iconic energy of Britney Spears’ Gimme More. Music, movement, and cultural nostalgia power the McValue story, reinforcing that value at McDonald’s is about excitement, not compromise.

“Creatively, we wanted value to feel epic and emotional, not just transactional,” said George Lin, creative director, Cossette. Alex Manahan, creative director, Cossette, added, “From the characters to the music and energy of the work, every element was designed to capture the thrill of McValue.”

With a renewed focus on value, McDonald’s Canada’s introduced a bold initiative designed to make dependable value feel culturally exciting and relevant.

“McDonald’s has always been a place people can count on for dependable value,” said Rebecca Smart, director brand strategy and content, McDonald’s Canada. “McValue brings that promise to life by delivering great food, satisfying options, and real value, all wrapped in the energy and optimism our brand is known for.”

The campaign launches nationally across TV, OLV, out-of-home, digital audio, paid and organic social, PR, and CRM.