Quick Answer
McDonald’s Spain launched a limited-edition hoodie designed to be cut up, revealing hidden deal codes that can be redeemed through the MyMcDonald’s app.
Turning Fashion Into a Promotional Platform
Rather than creating a typical branded sweatshirt, McDonald’s designed a garment that functions as a physical gateway to digital offers.
The hoodie includes several patches that can be cut away. Once removed, they reveal McDonald’s graphics and unique promotional codes.
These codes can then be redeemed through the MyMcDonald’s app, connecting a fashion item with the brand’s loyalty ecosystem.
The result is a product that blurs the line between merchandise, streetwear, and marketing.
Designed Around Gen Z Culture
The concept builds on two cultural insights about Gen Z.
First, younger audiences increasingly see smart spending and deal-hunting as a badge of pride. Research from YouGov shows that around 70% of Gen Z consumers report being more financially cautious and actively use budgeting strategies.
Second, fashion trends among younger consumers have embraced DIY customization, including cut-outs, patches, and altered garments.
By combining these two behaviors — saving money and personalizing clothing — the campaign creates a product that resonates directly with Gen Z culture.
A Hoodie That Reveals Rewards
The mechanic of the campaign is intentionally simple.
Fans collect points through the MyMcDonald’s app and gain access to claim the limited-edition hoodie at an exclusive pop-up event.
Once they receive the hoodie, they can:
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Cut away specific patches on the garment
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Reveal hidden graphics and promo codes
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Redeem those codes through the app
The act of customizing the clothing becomes the trigger for unlocking real value.
A Launch Built Around Digital and Street Culture
The hoodie drop was teased through a digital-first campaign beginning on March 2.
The launch includes street activations and pop-up moments in Madrid, alongside an influencer program designed to amplify the campaign across social platforms.
These elements help position the hoodie as a limited cultural drop rather than a traditional promotional item.
Fans can also earn the hoodie through participation in the app, reinforcing the connection between fashion, loyalty, and digital engagement.
A New Way to Deliver Value
For McDonald’s, the campaign reframes discounts as something more culturally relevant.
Instead of presenting deals through standard coupons or app notifications, the brand embeds them into a physical object that reflects contemporary streetwear culture.
By turning a hoodie into both a fashion item and a promotional platform, the campaign demonstrates how brands can connect commerce, creativity, and culture in a single idea.
Sometimes the best deals are not just found in an app — they are hidden in your clothes.
Summary
McDonald's teamed up with TBWA\Spain and fashion label Eme Studios to launch a limited-edition hoodie that hides real food deals inside removable patches. Once cut open, the garment reveals graphics and promotional codes that can be redeemed through the MyMcDonald’s App.
Sources
FAQs
What is the McDonald’s cut hoodie campaign?
It is a limited-edition hoodie designed to reveal hidden McDonald’s deals when certain patches are cut away.
Who created the campaign?
The campaign was developed by TBWA\Spain for McDonald's in collaboration with Eme Studios.
FAQs about this campaign
What is the McDonald’s cut hoodie campaign?
It is a limited-edition hoodie designed to reveal hidden McDonald’s deals when certain patches are cut away.
Who created the campaign?
The campaign was developed by TBWA\Spain for McDonald's in collaboration with Eme Studios.
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