About two months after it brought back the Hamburglar, McDonald's is putting the spotlight on another one of its classic characters—Grimace.
The 52-year-old jolly purple blob takes the starring role in a new campaign pushing the Grimace Birthday Meal, which includes a berry-flavored purple milkshake. The effort comes as the chain breathes new life into its McDonaldland characters in a bid to use nostalgia to connect to old and new consumers.
The new Grimace Birthday Meal will include a choice of a Big Mac or 10-piece McNuggets with fries, along with the purple milkshake. McDonald’s is also releasing a 1990s-inspired mobile and desktop game, a line of Grimace-themed merch, Grimace Snapchat filters and a commercial starring the purple mascot. The meal will be available at participating restaurants nationwide starting June 12, while supplies last.
Ads for the new campaign from Wieden+Kennedy New York will run on TV, connected TV and paid social. An ad showing Grimace celebrating his birthday through the years at McDonald’s was shot new, but inspired by archival footage.