Mcdonald’s latest meal is a reference to all the times it’s been spotted in common media. The instantly recognisable arches have made appearances in various popular entertainment over the years.
Now the brand’s giving fans an opportunity to try out the same meals as seen on their screen.
Named the ‘As Featured In Meal’, the meal will be a collection of menu items that have made appearances throughout film, television and music.
People will be able to choose between a Big Mac, Quarter Pounder with Cheese, Fillet-O-Fish Double-Up Sandwich, or 9-piece Chicken McNuggets.
The meal will be accompanied by fries, a soft drink, and most importantly, a newly-branded ‘Sweet ‘N Sour Sauce’ inspired by Marvel Studios’ upcoming season of Loki.
Mcdonald’s seems to have partnered with the show with stills and trailers of the show showing its titular character, Loki, talking to Sylvie, another main character, at Mcdonald’s.
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The lid covering the sauce also has the text “As featured in Marvel Studios’ Loki” printed on it.
We can only assume that the sauce will make a significant appearance and may even become a key object in the show.
Coming to the region: ”As Featured in Meal”
The campaign was created globally, but the campaign is also going to be available to people in the region. Mcdonald’s UAE has announced that it will be available in its outlets starting August 14.
Walid Fakih, CEO at McDonald’s UAE said, ”We’re excited to bring this global campaign to fans in the UAE, touching on both resonant and nostalgic moments in pop culture they have enjoyed through the years and across different entertainment mediums.”
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The “As Featured in Meal” is a nod to movies and television shows, that feature the burger chain in significant scenes, including Richie Rich, Friends, Seinfeld, The Office and The Fast and Furious: Tokyo Drift.
“The As Featured In Meal is our biggest famous order yet, celebrating the most memorable McDonald’s references across the world of entertainment that our UAE fans of all genres and generations know and love and can experience for themselves with our lineup of star-studded meal offerings.”
Into the cine-verse
Mcdonald’s campaign echoes a similar sentiment as Coca-Cola’s recent Cannes Lion-winning campaign, I See Coke. The Saudi Arabia-based campaign allowed people to order a Coke with a discounted code if they spotted one in the shows they were watching.
Brands have taken product placement up a notch. Products are no longer dummies in a film, playing significant roles and are actually relevent to the character’s actions.
The MacGuffin of Brad Pitt’s Bullet Train, luxury luggage brand Tumi’s 19 Degree Aluminum Briefcase was hotly-chased by several people, while highlighting its sturdiness, throughout the film.
Apart from making appearances, big brands have even expanded into the cinema and television scene with their own films. Brands such as LEGO and Mattel have forayed into the cinema-sphere and seen great success, with Barbie making more than $1 billion globally.
Given the success of brand-driven screen content, we wouldn’t be surprised to see a Mcdonald’s movie hit the theatres.
