McDonald’s has teamed up with UK rapper Stormzy for its latest campaign.
The fast-food chain has launched ‘The Stormzy Meal’, consisting of nine McDonald’s nuggets, fries, sprite, an Oreo McFlurry and BBQ sauce.
The campaign was devised by creative agency Leo Burnett and talent partnership was led and managed by Red Consultancy.
As part of the promotion, McDonald’s unveiled a campaign film, directed by Paul Hunter of Prettybird. It follows Stormzy as he heads into a McDonalds and orders his signature combination meal. Customers from across the UK are then inspired to order his meal and they talk in Stormzy’s voice.
Multi award-winning artist Stormzy said: “I am so gassed for my McDonald’s order to be the first ever ‘Famous Order’ in the UK and Ireland. Never thought I’d have my own order on the official menu. That’s mad.”
The spot also features a cameo from British actress Alison Steadman, telling viewers the ‘Stormzy Meal’ is her favourite too.
McDonald’s UK and IE marketing directory Matthew Reischauer said: “The Stormzy Meal isn’t just about the food, but it’s about taking something we can all relate to – having a favourite McDonald’s order – and turning it into a cultural moment.
“From the film and the merch to the events in Stormzy’s beloved Croydon, we’re giving fans a chance to share in an experience only McDonald’s can deliver.”
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The marketing drive will run across out-of-home and digital out-of-home. The creative features images of Stormzy eating his custom meal. The campaign will also run across socials, with the company unveiling a “market-first” interactive Snapchat activation.
As part of the initiative, the restaurant chain has launched a range of limited-edition merchandise including branded tumblers, pin badge and posters.
Media buying and planning were handled by media agency OMD UK, promotion, digital experience and prize pool by TMS, Linney supported POP communications and TMW handled customer relationship management.
