McDonald’s is bringing back its beloved Snack Wrap on July 10 with a nostalgia-driven, multichannel marketing campaign designed to engage fans. The fast-food giant will roll out a TV commercial featuring real customer social media posts about the menu item, which was discontinued nationwide in 2016. The campaign also includes social media activations, out-of-home (OOH) advertising, and an interactive Snapchat experience.
To amplify excitement, McDonald’s launched snackwrapfiles.com, a retro-themed microsite that mimics an early-2000s desktop interface, complete with folders containing behind-the-scenes content, fan letters, and promotional teasers. The playful approach mirrors the brand’s cultural nod to Chicago icon Michael Jordan—echoing his famous 1995 “I’m back” fax, McDonald’s USA President Joe Erlinger announced the Snack Wrap’s return with a simple: “It’s back.”
Key Campaign Highlights:
Fan-Centric TV Spot: Premiering July 10, the ad highlights user-generated content.
Snapchat Innovation: A first-to-market “Reminder Ad” lets users opt in for notifications tied to the launch, plus an AR filter transforming snaps into breaking news segments.
Social & OOH Push: High-impact billboards and social posts reinforce the return date.
The Snack Wrap will return permanently in both Spicy and Ranch varieties. McDonald’s agency partners, including Wieden+Kennedy New York and Publicis Groupe, orchestrated the campaign, which follows recent successful plays like Grimace’s birthday and collaborations with Minecraft and Pokémon.
The move comes as McDonald’s seeks to reinvigorate U.S. sales after a 3.6% Q1 dip, leveraging fan nostalgia and digital engagement to cut through economic challenges.
About McDonald’s:
The Chicago-based chain operates over 13,000 U.S. locations and is renowned for blending cultural relevance with iconic menu revivals.
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