The Grinch Sabotages McDonald’s Christmas Menu

McDonald's UK, in collaboration with Leo UK, has launched 'McDonald's Christmas Grinched', a nationwide festive campaign which sees the Grinch as the mischievous saboteur of McDonald's’ Christmas.

The campaign puts The Grinch firmly in the driver’s seat, with a fully integrated, cross channel push to ‘sabotage’ McDonald’s this Christmas, derailing the brand’s festive plans with the launch of The Grinch Meal. The collaboration aims to bring light-hearted relief and nostalgia to a broad audience, amidst the chaos of the festive season.

The tease phase of the campaign built anticipation across Organic Social, OOH and AV, showing a mysterious figure meddling with McDonald's. First, the Grinch appeared surprisingly in a re-edited 30 second AV McDelivery spot on the 16th November during the ‘I’m A Celebrity’ launch show. This was followed by a special build revealing The Grinch’s ‘Master Plan’, annotated with playful illustrations of the Grinch’s plans and 'Grinched' McDonald’s menu items.

The campaign launch phase showcases The Grinch’s mission across all channels. OOH, DOOH and print assets have been transformed with The Grinch’s signature claw, handwriting and doodles customising festive menu items like the Grumble Pie.

Designed by The Grinch to appear ‘disgustingly good,’ The Grinch Meal includes either a Big Mac, nine McNuggets or a McPlant and Grinched McShaker Fries, choice of drink, and includes Grinch-themed odd socks. Other menu items outside of the meal include a Grumble Pie, a Mischief McFlurry and a Frozen Grinch lemonade. A special build OOH at Great Eastern St in London brings the meal to life, showing the Grinch knitting his life-size odd socks.

The campaign amplifies the Grinch’s sabotage further with playful messaging such as 'Grinched for adults', 'Disgustingly good' and 'Grinch Approved', supported by 'Grinched' radio, in-restaurant and digital in-app promotions, where the Grinch is lowering prices and giving out daily deals to fans. Digital map takeovers across Uber and Citymapper feature map icons of The Grinch at local McDonald’s restaurants. Across social, the campaign encourages fans to create their own mischief, with an interactive Snapchat filter that transforms users into The Grinch.

In the UK, Leo UK has developed creative which is running across Radio, Social, Display, Press and OOH. Media planning and buying was managed by OMD in the UK. PR, event and influencer management was handled by Red Consultancy. CRM was handled by TMW, whilst POP Communications were handled by Linney. TMS managed The Grinch licensor relationship & gift with purchase merchandise.

McDonald’s UK is running last year’s 30-second festive film, in line with other global markets.

​Andrew Long, executive creative director, Leo UK, said, “Everyone knows McDonald’s is the place to enjoy a little moment of feel-good during the run up to Christmas. Which is probably why The Grinch has shown up to ruin it all with a big dose of festive mischief. From Grumble Pies and Grinched Fries to mis-matched odd socks, we’ve embraced the chaos and allowed The Grinch to put his furry green stamp firmly on our festive campaign, creating an interactive narrative for fans to immerse themselves in. Merry Grinchmas everyone.”

​Matt Reischauer, marketing director at McDonald’s UK and Ireland, said, “We had grand plans for another feel-good Christmas campaign, designed to delight families across the nation. Then The Grinch showed up and showed us who is boss. Turns out, it’s not me. I can’t help but be delighted by the festive chaos this campaign brings. Collaborating with the team at The Grinch, Leo UK and all of our agency partners allowed us to tap into the mischievous spirit of the Grinch and offer our fans a wonderful terrible festive experience. Ugh. There he is again…”