Dive Transient:
- McDonald’s is hyping up the July 10 return of the fan-favorite Snack Wrap to menus with a multichannel marketing campaign, per particulars shared with Advertising Dive.
- The fast-food big will launch a TV industrial that spotlights shoppers’ social postings concerning the menu merchandise, which was phased out nationally in 2016. The marketing campaign additionally consists of social posts, out-of-home adverts and a Snapchat activation.
- To additional construct pleasure, the model launched snackwrapfiles.com, a throwback internet portal that options never-before-seen and behind-the-scenes content material concerning the Snack Wrap and its return.
Dive Perception:
Chicago-headquartered McDonald’s introduced the return of the Snack Wrap with a quick press launch harking back to fellow Chicago icon Michael Jordan’s well-known fax about his return to basketball. In 1995, Jordan wrote “I’m again;” in 2025, President of McDonald’s USA Joe Erlinger wrote concerning the menu merchandise, “It’s again.”
The playful, culture-minded strategy seems to tell the remainder of the advertising and marketing across the Snack Wrap. A microsite resembles an old-school desktop display screen, full with Snack Wrap wallpaper and several other folders, together with “The Fandom” (fan emails begging for the return of the merchandise) and BTS (behind-the-scene pictures from a TV advert shoot). Extra folders (Promo Codes, Playlist, Merch Ideas, et cetera) are nonetheless underneath wraps.
The marketing campaign features a fan-focused TV industrial that may roll out on July 10 and social posts and high-impact OOH placements boasting the return date. As well as, a Snapchat activation features a first-to-market Reminder Advert that lets app customers opt-in to obtain each in-app and push notifications timed to the return of the Snack Wrap. Plus, an augmented actuality expertise will flip Snaps into branded information broadcasts concerning the return.
The social media-heavy play connects with shoppers the place they’ve been requesting the return of the Snack Wrap. Different restaurant chains together with Taco Bell and Chipotle have acknowledged and inspired fan interplay on social media when returning gadgets to menus. The Snack Wrap will return to collaborating eating places nationwide as a everlasting merchandise in each spicy and ranch varieties.
McDonald’s longtime AOR Wieden+Kennedy New York spearheaded the hassle, with inventive by Golin, Company 123, Alma, Boden, IW Group and Translation; digital advertising and marketing by Publicis Groupe; paid media by Admerasia, Publicis Groupe and Navigation Blvd; and help by further companies.
McDonald’s noticed U.S. same-store gross sales drop 3.6% in Q1 2025 however has labored to beat macroeconomic headwinds by culturally minded campaigns and a steadiness of worth choices and loyalty offers. The Snack Wrap marketing campaign’s multichannel strategy resembles that of McDonald’s efforts from current years, together with its celebration of Grimace’s birthday and up to date tie-ups with Minecraft and Pokémon. The chain has beforehand marketed limited-edition fan favorites just like the McRib.
