McDonald's Has a Nostalgic Kids Party for 50th UK Anniversary

McDonald's and Leo Burnett are celebrating the brand’s 50th anniversary in the UK, by tapping into the insight that, for millions of people living in the UK, no party has ever hit quite like a McDonald’s party.

The festivities will be announced with a 60 second film transporting the viewer back to a nostalgic '80s McDonald's birthday party. Directed by SMUGGLER's Fenn O'Meally, the film shows a young boy losing himself in the rhythm of the iconic '80s hip-hop track ‘Know How’ by British-born rapper Young MC. As the film progresses, the dancing proves contagious, and the rest of the party join in the fun demonstrating that there’s no feeling like McDonald’s. The film ends with a montage of restaurants from the past 50 years, encapsulating the nation’s unique connection with McDonald’s and then extending the invitation for everyone to celebrate with them. 

To create the film, Leo Burnett and SMUGGLER meticulously recreated an '80s McDonald’s restaurant in Woolwich London - the site of the first UK location 50 years ago. The set features retro menu boards and kitchen to a joyful party area, including throwback furniture such as Cheeseburger Stools, Apple Pie Tree and a mural featuring iconic characters such as Hamburglar, Birdie, Mayor McCheese and Grimace. 

The campaign will encourage the nation to join in the celebrations with bold OOH posters, modernising iconic birthday invites from the past 50 years. Leo Burnett collaborated with the D&AD winning illustrator Sofie Birkin to create the five original artworks, each based on a different era of McDonald’s history.

McDonald’s and Leo Burnett have also announced the release of exclusive 50thanniversary merchandise, which will be available later this summer initially on MyMcDonald’s Rewards. The ‘I Had My Birthday Party at McDonald’s’ collection is based on the iconic slogan from the '80s and patterns, prints and characters from the past. Items include, stripe sweats, bomber jackets, printed denims, birthday t-shirts, scrunchies and even a McDonaldland Rubix cube. 

To rekindle customers’ beloved memories, Leo Burnett and McDonald’s have also taken to social media to share tutorials for the hero dancer’s moves, nostalgic ‘fit checks’ of vintage McDonald's crew uniforms, and announcements around the My McDonald’s Rewards activity on the brand's owned channels. 

As another part of the campaign, starting from the 17th July, McDonald's, supported and led by Linney, are also bringing the festivities to its restaurants. This includes retro birthday stylings, and an ultimate special-edition party food menu, including a Double Big Mac, a limited-edition Birthday Cake Donut, and what the brand playfully describes as ‘one last big surprise’ in the weeks to come.

Finally, like any good Birthday, the fun also includes a party bag. A digital activation, developed by tms, within the McDonald’s app invites users to open a digital ‘Party Bag’ to get the Birthday Cake Donut* and even exclusive merch items for the superfans, all designed to evoke the nostalgia of McDonald’s from the past. This will all be supported with CRM developed by CRM agency Armadillo.

Matt Reischauer, marketing director – UK&I, McDonald's, added, " Our campaign celebrating our 50th birthday taps into the countless memories we've made with our fans...and of course invites everyone to make new ones. From exclusive merch, to our digital party bag and special-edition menu (the birthday cake donut being my favourite) we wanted to make it possible for everyone across the nation to celebrate...with a few surprises along the way. Who doesn't love a surprise at a birthday party?”

Andrew Long and James Millers, executive creative directors, Leo Burnett UK, said, "It’s a true privilege to help McDonald’s celebrate it’s first 50 years in the UK, and to do it in the most joyful way possible - by inviting the nation to enjoy the incomparable feeling that only McDonald’s gives you. We can’t wait to watch the festivities unfold!”