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

Nothing screams nostalgia like a birthday party at McDonald’s. In the past 50 years, countless families have developed grainy, underexposed photos of themselves or their kids blowing out candles surrounded by tiny faces and colorful Happy Meal boxes with a PlayPen in the background. It’s a childhood experience shared by many ’70s, ’80s and ’90s babies through the modern day. It’s also an experience McDonald’s has worked hard to resurface in the last several years, with several recent campaigns leaning into its mascots and party experiences. (Remember Grimace’s birthday and the purple shake trend?) Now, to mark its own 50th birthday, McDonald’s UK is celebrating with, of course, a McDonald’s birthday party. On Friday (July 12), McDonald’s U.K. kicked off a months-long anniversary celebration with a 60-second film shot in the Woolwich McDonald’s restaurant in London, the site of the brand’s first U.K. location 50 years ago. Directed by Smuggler’s Fenn O’Meally and led by Leo Burnett U.K., the film (above) shows a young boy dressed in ’80s clothing dancing to ’80s hip-hop track “Know How” by British-born rapper Young MC. As the film progresses, the rest of the party joins in on the fun, and the film ends with a montage of restaurants from the past 50 years. McDonald’s has also extended an invitation for everyone to celebrate their birthday with them. For the film, Leo Burnett and Smuggler recreated an ’80s version of the McDonald’s restaurant in Woolwich featuring a set with retro menu boards and a kitchen, as well as a party area with throwback furniture such as Cheeseburger Stools, an Apple Pie Tree and a mural featuring McDonald’s characters Hamburglar, Birdie, Mayor McCheese and Grimace. In addition to the hero film, McDonald’s U.K. will run OOH posters in the appearance of birthday invitations from 50 years ago, illustrated by Sofie Birkin. The fast-food giant will also release 50th-anniversary merchandise featuring apparel with ’80s patterns and prints as well as nostalgic characters. Items include striped sweats, bomber jackets, printed denim, birthday T-shirts, scrunchies and even a McDonaldland Rubik’s Cube. On social media, McDonald’s will share tutorials of the hero film dancer’s moves, as well as “fit checks” of vintage McDonald’s crew uniforms and announcements around My McDonald’s Rewards. Starting on July 17, McDonald’s will bring birthday offerings to its restaurants including retro stylings and a special-edition party food menu, which includes a Double Big Mac, a limited-edition Birthday Cake Donut and more. Finally, like any good birthday, the campaign also includes a party bag. A digital activation, developed by The Marketing Store, in the McDonald’s app invites users to open a digital “Party Bag” to get the Birthday Cake Donut and exclusive merchandise. “It’s a true privilege to help McDonald’s celebrate its first 50 years in the U.K., and to do it in the most joyful way possible—by inviting the nation to enjoy the incomparable feeling that only McDonald’s gives you. We can’t wait to watch the festivities unfold!” said Andrew Long and James Millers, executive creative directors at Leo Burnett U.K. Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

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

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