Grimace will be everywhere in the U.K. next week as McDonald’s introduces the character’s famous purple shake to the country for the first time—with ads, events, social takeovers and more.

The Grimace Shake was quite the phenomenon in the U.S. last summer as it debuted as part of the chain’s “Grimace’s Birthday” campaign. Now, from Aug. 28 to Sept. 3, the British will finally get to sample the blueberry-flavored treat, and Grimace will become the face of the chain’s ongoing 50th birthday celebrations.

The “Gatecrashed by Grimace” campaign will include rave-style out-of-home ads; a takeover of the brand’s social and CRM channels, where he’ll reply to comments and interact directly with fans; and events including a merch pop-up shop at Boxpark Shoreditch.

Also read: McDonald’s UK turns back the clock for its 50th birthday bash

Grimace will also host live a tasting party on McDonalds U.K.’s Instagram (he’ll be “DJ’ing from purple decks”), and the “lilac liquid drip” of the Grimace Shake will be added to the existing retro, confetti-adorned 50th birthday OOH and paid social ads and in-restaurant decorations.

“Grimace does what Grimace wants, so of course he would gatecrash our 50th birthday celebration—it wouldn’t be a party without him,” said Matt Reischauer, marketing director at McDonald’s U.K. and Ireland. “Seriously, though, after so much fan demand, we are very excited to bring the delicious Grimace Shake to the U.K. and Ireland.”

Leo Burnett was lead creative and social agency on the campaign. RED Consultancy handled PR, organic social and the pop-up. OMD U.K. handled media planning and buying. And Linney led the work on the restaurant and below-the-line activations.

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