McDonald’s is set to bring its viral ‘Grimace Shake’ to the UK market for one week this summer (from 28 August), dominating the brand’s CRM and social media channels.

The activation will be integrated into the restaurant chain’s ongoing 50th anniversary campaign developed by creative agency Leo Burnett UK, with Grimace positioned as ‘gate crashing’ these celebrations.

This latest iteration of the anniversary campaign will see Grimace ‘vandalise’ existing out-of-home work by covering them in his trademark purple ‘goo’.

“Grimace does what Grimace wants so of course he would gate crash our 50th birthday celebration; it wouldn’t be a party without him,” McDonald’s UK and Ireland marketing director, Matt Reishcauer said.

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“Seriously though, after so much fan demand, we are very excited to bring the delicious Grimace shake to the UK & Ireland.”

To further promote the limited-edition shake, Grimace will front a new, 80s-themed collection of McDonald’s merchandise, including varsity jackets, sweatshirts, T-shirts, backpacks, bum bags and scrunchies.

Leo Burnett UK ECDs, Andrew Long and James Millers added: “Every good party has a final surprise, and McDonald’s 50th Birthday includes a colossal one.

“The buzz of Grimace and the Grimace Shake is all over social, we couldn’t think of a better special guest to close out our celebrations!”