McDonald’s Invites Us to Rediscover the Holidays Through the Eyes of Childhood

This winter, McDonald’s brings the magic of Christmas to life with a new playful story: The Secret Christmas Bringers, created by DDB Romania.

Inspired by the boundless curiosity of childhood, the new campaign explores the search for Christmas and for Santa —through the eyes of a child, guided by an unexpected clue: McDonald’s red socks.

Three festive burgers, full of flavor

Together with the delightful Christmas tale, McDonald’s brings three new festive burgers to the holiday table:

• Noël Chicken – A delicious mix of juicy chicken, Big Rösti sauce, bacon, melted Emmental, and a potato patty, perfect for the festive season.
• Xmas Beef – Perfectly cooked beef paired with crispy fried cheese, bacon, horseradish sauce, crispy onions, and fresh lettuce—ideal for chilly days.
• Jolly Cheese – The much-anticipated vegetarian burger with crispy fried cheese, a potato patty, Big Rösti sauce, crispy onions, and fresh lettuce, perfect for a meat-free celebration.

"During the holidays, McDonald’s is not just a place where you find the taste you love but also a partner in creating special moments. With our new festive recipes, we aim to offer our customers a small reason to spend time with their loved ones, discovering new flavors together," said Irina Angelescu, marketing director, Premier Restaurants Romania (McDonald’s).

The Secret Christmas Bringers – A story about the magic of the holidays and those who bring it to life

The campaign’s story follows the adventures of a curious child determined to uncover the identity of Santa. Guided by the iconic McDonald’s red socks, the child learns that the magic of Christmas isn’t confined to one person but lives within all of us.

"Who hasn’t tried, at least once as a child, to catch Santa in the act, solve the mystery of the holidays, or put a face to the magic? With this campaign, we wanted to rediscover the playful spirit of childhood and bring it back to life, at least during the holidays. We were thrilled to also do so in a way that’s so uniquely McDonald’s," said Alexandra Jitărel, senior copywriter, DDB Romania.

"If there’s one thing unique to children, it’s how even the smallest clue can ignite their imagination—a skill we often lose as adults. This year, we wanted to show that the magic of Christmas lies in the details. Starting with McDonald’s socks, we created a playful story that reminds us that the joy of the holidays comes from curiosity, exploration, and believing that Santa can be anyone, anywhere," added Andra Vlăsceanu, senior art director, DDB Romania.

Celebrate the Holidays with McDonald’s

The new campaign, featuring TV, online, and OOH executions, aims to inspire and bring Romanians together in the spirit of Christmas. McDonald’s invites you to enjoy festive flavors and join us as a Secret Christmas Bringer!