McDonald’s Highlights Weak Password Risks with Data-Driven Awareness Campaign

When brand familiarity becomes a security risk

To mark Change Your Password Day, McDonald’s Netherlands launched a campaign focused on one of the most common digital vulnerabilities: weak and predictable passwords. The activation draws attention to real data showing that many consumers rely on simple, familiar words — including popular food items and brand names — when creating login credentials.

According to breach tracking platform Have I Been Pwned, the password “bigmac” has appeared in leaked datasets more than 110,000 times, revealing how frequently consumers rely on recognizable brand references when creating passwords.

Data turns awareness into storytelling

Rather than presenting cybersecurity as a technical issue, the campaign uses relatable brand associations to make the message accessible. Alongside “bigmac,” the dataset includes other McDonald’s product names such as “frenchfries,” “happymeal,” and “mcnuggets,” each appearing thousands of times across compromised databases.

By highlighting these examples, McDonald’s reframes familiar menu items as a reminder of how easily predictable passwords can expose personal data.

Connecting everyday behaviour to digital safety

The campaign builds on the insight that people often choose passwords linked to memory and emotion — names of loved ones, hobbies, favourite brands, or daily routines. While easy to recall, these choices significantly increase vulnerability to cyberattacks and data breaches.

Global cybersecurity organisations consistently warn that reused or overly simple passwords remain one of the primary causes of compromised accounts, often leading to financial and privacy risks.

Turning Change Your Password Day into a brand moment

Change Your Password Day is observed annually as a reminder to update and strengthen login credentials. McDonald’s Netherlands uses the occasion to expand the conversation beyond routine security advice, encouraging consumers to reflect on their digital habits through a culturally familiar lens.

By leveraging its own brand recognition as an example, McDonald’s positions itself as both participant and messenger, using humour and relatability to increase engagement with a serious topic.

Why the campaign stands out

The activation demonstrates how brands can use real data and cultural relevance to address broader social issues. Instead of promoting products, McDonald’s focuses on consumer wellbeing, aligning brand awareness with digital responsibility.

The campaign also reflects a growing marketing trend where brands move beyond transactional messaging to participate in conversations that impact everyday life — including online safety and personal data protection.