Quebec Icons Collide in McDonald’s Canada and RONA's 'McPlayer' Campaign

McDonald’s Canada’s McPlayer campaign has returned stronger than ever this year with a bold recipe and concept: a poutine topped with chicken, bacon and ranch sauce paired with an unprecedented brand collaboration. For the first time, McDonald’s Canada has teamed up with RONA in a cross-marketing initiative orchestrated by Cossette and Sid Lee, two Quebec-based creative powerhouses.

In a hybrid universe where hockey meets home renovations, Samuel Montembeault, goalie for the Montreal Canadiens, shares the spotlight with Mike chez RONA, a beloved local personality. Together, they form a duo as unlikely as it is iconic, skilfully weaving Quebec-specific puns and cultural cues into the ads.

“Every year, the McPlayer campaign inspires us to push the envelope further. The latest edition is a perfect example of creative collaboration—between brands as well as between agencies,” explained Marc-André Vigneault, creative director at Cossette. “The pairing of Sam and Mike allowed us to craft content that was both entertaining and anchored in Quebec culture.”

“From the very first discussions, we immediately felt a genuine desire to collaborate, and it all came together with a natural sense of collegiality. It's really exciting to be able to blend our two worlds, as we just did. It's rare in the industry to see two brands merge their worlds so seamlessly- and the result enriches both," added David Lambert, creative director at Sid Lee.

“This campaign demonstrates the full potential of truly integrated work between media and creative,” said Laurence Laperrière, associate vice president, Strategy at Cossette Media. “Two brands, two media agencies, and two creative agencies—a bold combination that allowed distinct strategies to converge around one strong idea. Thanks to seamless collaboration between teams, we pushed the boundaries of creativity to deliver a campaign that’s cohesive, daring, and proudly homegrown.”

“By bringing together a well-liked québécois athlete and a beloved advertising character, we’re celebrating icons that Quebecers can rally around,” said Melissa Hains, director of field marketing at McDonald’s Canada. “This edition of McPlayer beautifully reflects our brand’s ability to unite people.”

"It’s wonderful to see two strong brands join forces, each with its own objectives, to build something unique together," said Catherine Laporte, chief digital and marketing officer at RONA.

Seen on TV, in signage, online and on social media, the campaign is the result of a seamless joint creative collaboration between two major Quebec brands, without the partnership ever feeling forced. Among the signature elements is the wrenchette, a promotional item that blends a wrench and a fork, designed to extend the concept from job sites to social feeds.