McDonaldland revives whimsy with immersive nostalgia campaign

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McDonald’s is resurrecting its McDonaldland universe—through immersive real-world activations, digital storytelling, and pop-culture partnerships—to reconnect with Gen Z and legacy fans alike.

McDonald’s is bringing back McDonaldland—the fantasy realm that vanished from its advertising roughly 22 years ago—with a multi-layered campaign blending nostalgia, digital culture, and brand reinvention. The launch centers on an immersive “tourism-style” campaign from Wieden+Kennedy New York that invites fans back into the land of Grimace, Mayor McCheese, and Apple Pie Trees. 

Timed for the summer, the initiative spans physical and digital touchpoints. It kicked off August 12 with the McDonaldland Meal in restaurants—complete with themed packaging, collectible souvenir kits, and the Mt. McDonaldland Shake. Wieden+Kennedy describes the experience as a real-world “vacation,” featuring maps, games, and branded tokens that echo travel rituals. 

The effort extends into digital—launching a McDonaldland.com destination, AR lenses via Snapchat, presence within Fortnite and on Meta/TikTok/X platforms, as well as activations in apps like Google Maps and Lyft. Physical appearances include tie-ins at events like the Daytona 500 and Breakaway Music Festival, alongside merch drops with PacSun and Away. 

For senior marketers, the campaign offers a compelling model in fan-centric brand strategy. By reviving beloved lore in unexpected, experiential ways—and layering modern tech, partnerships, and nostalgia—McDonald’s can stimulate deeper emotional resonance and cultural relevance. As Jennifer “JJ” Healan, VP of U.S. marketing, puts it: it’s a “North Star” play, tapping into shared memories to guide everything forward.