The Change That Matters

When McDonald's mascot Grimace threw the first pitch at a Mets game in June 2024, the team's losing streak ended that day. As fans credited the purple mascot for the turnaround, we recognized an opportunity to capitalize on this cultural moment in a key market.

The Work

Launch a rapid-response campaign amplifying the "Grimace Effect" across NYC. Taking over social media with Grimace interactions, placed strategic billboards at Citi Field, and engaged fans in real-time conversations that fueled the phenomenon.

The Impact

3.5k+ earned media placements, sparked national conversation from NYC activation, secured permanent Citi Field seat (brand first), gained 3x competitor's cultural conversation share.