For the first time in 20 years, McDonald’s plans to incorporate Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese and the Fry Friends (aka the Fry Guys) into its marketing. Still MIA are Officer Big Mac, Captain Crook (basically a Hamburglar for the Filet-O-Fish) and Ronald’s Dog Sundae.
It’s a marketing push that could appeal to both Gen Z and Ge X.
“Over the past few years we’ve seen how fans flock to our characters, everyone from Grimace to the Hamburglar. But many, especially the new generation, don’t know that’s just the tip of the iceberg,” said Jennifer “JJ” Healan, McDonald’s vice president of U.S. marketing, brand, content & culture. “It’s a chance for us to give fans a new, modern way to experience this magical world.”
The meals will include one of six collectible tins that include postcards, stickers and more, each inspired by the different characters.
The McDonaldland ad campaign dates back to 1971 and featured everything from Apple Pie Trees to Hamburger Bushes. The ads for it were … well, pure 1970s.
