McDonald's and W+K NY's Strategy Unveiled in Cactus Plant Flea Market Happy Meal Collaboration: Insight into the Execution
In 2022, McDonald's aimed to boost its marketing strategies beyond catering solely to kids, eyeing the young adult market. To win over Gen Z, it was crucial to tap into their nostalgia and fan culture.
Strategic moves, led by brand partner Wieden+Kennedy, had already proven successful with the "Famous Orders" campaign. Celebrities like Mariah Carey, J Balvin, and Kim Kardashian showcased their McDonald's picks, generating buzz and helping the chain rebound after years in the doldrums.
The success of this initiative paved the way for a new approach: one that embraced fan insights and cultural moments to keep McDonald's relevant. Jennifer "JJ" Healan, vice president of US, voiced the sentiment: "All our work starts with a fan truth."
Let's delve into the techniques they utilized:
1. Real-Time Interactive Events:In Japan, the fast-food giant took advantage of the ritual of collective viewing popular among fans, particularly idols—where they eat together on platforms like TikTok and YouTube. By introducing the Fandom Feast Live Party, fans could order the same "Galaxy Set" as their favorite celebrities and engage via synchronized app offers. This savvy move resulted in a substantial 53% sales surge for the meal [1]. It seems that Gen Z seeks shared, participatory moments that merge the digital and physical experience.
2. Embracing Popular Culture:Wieden+Kennedy seized the opportunity to capitalize on the 30-year-old "WcDonald's" meme from anime culture. When creators used a knock-off name to avoid paying licensing fees, a cult-like following formed. By officially adopting the persona, McDonald's became a culturally entrenched insider. This move resonated with anime fans' nostalgia and subcultural pride [2].The campaign effectively tapped into Gen Z's love for community-driven inside jokes and meta-humor.
3. Scarcity and Exclusivity:McDonald's Japan leveraged lottery-based live events, app-exclusive offers, and limited-time experiences to create a sense of urgency and FOMO. The Harajuku pop-up exhibition offered behind-the-scenes content, deepening fans' investment in the brand. This strategy aligned with Gen Z's need for authenticity and access to the inner workings of their beloved icons [1].
4. Storytelling Through Creators:While the focus above is primarily on McDonald's Japan, Wieden+Kennedy's broader work demonstrated a knack for talent-driven storytelling. By eschewing overly polished ads and instead amplifying authentic, user-generated content—like anime fan art—the agency fostered organic cultural resonance [2][5].
In 2022, Wieden+Kennedy, the brand partner of McDonald's, employed a strategic approach that included embracing popular culture, as seen in their use of the "WcDonald's" meme, a 30-year-old anime culture reference, to become a culturally entrenched insider among fans [2]. Also, Jennifer "JJ" Healan, vice president of US, highlighted that all work for McDonald's starts with a fan truth [3]. Moreover, McDonald's Japan created exclusive experiences through limited-time events and lottery-based activities, reinforcing Gen Z's need for authenticity and access to the inner workings of their beloved icons [1], similar to the strategy McDonald's implemented with the "Famous Orders" campaign featuring celebrities like JJ [1].
