McDonald’s
Secret Menu
For the first time ever, McDonald’s unveiled its “Secret Menu,” turning fan-created favourites into real menu items! For decades, it was speculated whether such a menu even existed, and we transformed this cultural conversation into a full-scale food event that every fan could join in with.
The Opportunity
The campaign was inspired by the universal fan truth that for decades customers had speculated about whether a McDonald’s Secret Menu actually existed, but it had remained an urban legend and was never officially confirmed by McDonald’s… until now.
The Tease
Despite kicking off in 2026, we secretly fueled speculation from December the year before. Cryptic clues were left across social, messages confirming its existence were hidden in other McDonald’s posters, and insider information was leaked by creators. Equally, in restaurants kiosks and screens glitched briefly to reveal a glimpse of the menu, as well as in CRM and in hidden locations like the tops of bus shelters, sparking online conversation.
The Menu
From the surprisingly tasty ‘Surf N’ Turf’ burger and the weirdly good ‘Chicken Cheeseburger’, to the iconic ‘Espresso Milkshake’ and ‘Apple Pie Mini McFlurry’, customers could officially order from this mythical menu in McDonald’s restaurants across the country. What’s more, we delivered “how to” tutorials featuring instructions about how fans could create their own “non-official” Secret Menu items, released on CRM and social. Plus, on the 16th of January, an underground tasting event saw a clandestine gathering of creators and customers for a sampling of custom Secret Menu items, spiking further intrigue mid-campaign.
