Following the announcement of McDonald’s 50th anniversary last month, McDonald’s UK, in collaboration with its agency partners, has unveiled one final surprise to end the party on a high note. Grimace, the iconic McDonald’s character, is bursting into the party, appearing at the birthday celebration with the highly anticipated limited edition Grimace Shake.
The new, limited-edition addition to the menu will be available in McDonald’s restaurants across the country for one week only (28 August – 3 September). It’s the first time the UK will be able to try the viral sensation, which consists of a blueberry-flavoured syrup and a creamy milkshake base. The drink made a social media splash in the US last summer with the hashtag #grimaceshake, garnering over 251.3 million posts on TikTok (1).
From today, Grimace will be added to the 50th anniversary campaign, with the Leo Burnett UK creation sporting a purple finish. Grimace will also announce his arrival by taking over McDonald’s UK social and CRM channels, responding to comments and interacting directly with fans.
Never one to miss a party, Grimace will also be taking part in McDonald’s first ever merchandise pop-up shop on August 26th from 12pm-6pm at BOXPARK Shoreditch. Managed by Red Consultancy, the 50th anniversary event will give fans the chance to purchase Maccies merchandise from the exclusive ‘I Had My Birthday Party at McDonald’s’ range. The new collection is reminiscent of 80s McDonald’s and includes everything from collectable varsity jackets, sweatshirts, t-shirts, backpacks, bum bags and hair ties. Plus, people at the event will be among the first in the country to try the Grimace Shake before it officially launches two days later.
To ensure everyone can get involved on launch day (28 August), Grimace is inviting the nation to try the milkshake by hosting a tasting party on McDonaldsUK’s Instagram Live. He will be spinning from purple DJ decks, accompanied by a giant countdown showing the time left until people can try his shake. The OOH posters by Leo Burnett UK spotlighting the tasting party are inspired by vintage rave posters and feature images of “Superstar DJ Grimace” and the event details.
Following the Grimace Shake’s launch, some of the original retro confetti-adorned outdoor advertisements, paid social media and restaurant decorations will feature the Grimace Shake’s purple liquid drop, as well as other reminders for customers to get the Grimace Shake while it’s available.
Matt Reischauer, UK and Ireland Marketing Manager at McDonald’s, said: “Grimace does what Grimace wants, so of course it’s a no-brainer that he’d storm our 50th birthday party; it wouldn’t be a party without him. But seriously, after so much demand from our fans, we’re delighted to be bringing the delicious Grimace Shake to the UK and Ireland.”
Andrew Long and James Millers, Executive Creative Directors at Leo Burnett UK, added: “Every good party has a final surprise and McDonald’s 50th birthday includes a colossal one. Grimace and the Grimace Shake are on everyone’s lips, we couldn’t think of a better guest of honour to close out our celebrations!”
The campaign was a cross-agency collaboration, with Leo Burnett responsible for creative and social work, RED Consultancy was responsible for PR, organic social activity and the pop-up, while OMD UK handled all media planning and buying. Linney was responsible for the restaurant and below-the-line activations.
