The Change That Matters

Birthday parties have long brought people to McDonald’s. But recent data showed the occasion was in long-term decline among younger generations.

The Work

At the same time as birthdays at McDonald’s were in decline, Gen Z fans’ love for nostalgia was translating into a love for the old McDonaldland characters. So, we decided to use this fandom to ignite a new love and Grimace’s Birthday was born, a 360-degree earned-led marketing campaign that took Gen Z by storm.

The Impact

Along with becoming one of the biggest online and social phenomena of the year, the campaign resulted in over 6,000 articles across key news and lifestyle titles and a 900% increase in interest in birthdays at McDonald’s.