McDonald’s UK is finally doing what fans have been asking for—‘stealing’ the most hyped international menu items and bringing them home. World Menu Heist, created with Leo UK, reframes years of online food envy as a cinematic operation that lands eight global favourites in UK & Ireland restaurants for a limited time.
What makes ‘World Menu Heist’ a standout launch?
A heist narrative turns product drops into pop culture. From Japan’s Garlic & Black Pepper McNuggets to Australia’s Pineapple McSpicy and the UAE’s Mac & Cheese Triangles, the campaign ‘smuggles’ crowd-pleasers into the UK—complete with OOH, social teasers, and a timed final act.
How did the plot unfold?
It kicked off with a secret Instagram Close Friends network, then a 1,000-guest tasting at Barking Riverside Pier. CCTV-style teasers with LADbible followed, building suspense for today’s hero film—Ocean’s Eleven tropes and all: nuggets lifted from a moving train, McFlurry machines smuggled by Jet Ski, and a van sporting the plate “NUG Z”.
Why does OOH matter here?
Like the best OOH, the heist world is built in public: high-frequency visuals, location-based drama, and social spillover. Street-level storytelling primes fans while app alerts and CRM guide them to try the goods as they ‘arrive’ in stores.
When is the ‘final act’?
The final act runs 17–25 November, pushing urgency before the limited-time menu disappears. It’s a caper only McDonald’s could pull off—Ocean’s Eleven energy, fan-service at scale.
FAQs about this campaign
What is McDonald’s UK ‘World Menu Heist’?
A cinematic campaign that ‘steals’ eight global fan favorites and brings them to UK & Ireland for a limited time, supported by OOH, social and CRM.
Which international items are included?
Highlights include Japan’s Garlic & Black Pepper McNuggets, Australia’s Pineapple McSpicy, and the UAE’s Mac & Cheese Triangles—among other global favorites.
How did the rollout begin?
With a secret Instagram ‘Close Friends’ network that led to a 1,000-guest tasting at Barking Riverside Pier, followed by CCTV-style teasers made with LADbible.
When does the final push happen?
The final act runs 17–25 November, driving urgency before the limited menu exits.
Who handled the campaign?
Creative by Leo UK; media by OMD; PR/events/influencers by Red Consultancy; CRM by TMW; and POP communications by Linney.
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