Dive Brief:
- McDonald’s on Thursday revealed a partnership with Dr. Seuss Enterprises for a meal and corresponding campaign inspired by the titular character from “How the Grinch Stole Christmas,” per details shared with Marketing Dive.
- The Grinch Meal features dill pickle-flavored Grinch Salt McShaker Fries, a choice of Big Mac or McNuggets, a drink and a pair of collectible socks. The campaign includes a forthcoming TV commercial, a gaming takeover and paid placements across video, audio and in-app channels.
- McDonald’s latest pop cultural play builds on the success of a similar effort that ran in Canada last year and comes as the Grinch also features in Walmart’s multichannel holiday campaign.
Dive Insight:
It’s beginning to feel a lot like the holidays as McDonald’s enlists the Grinch for a limited-time offer and corresponding campaign. The chain deployed a similar effort in Canada last December, and is now trying to replicate its success in its largest market, said Alyssa Buetikofer, chief marketing and customer experience officer at McDonald’s USA.
“The Grinch gets it — the holidays are chaotic, and he’s thrilled to give our fandom permission to embrace their inner Grinch with his festive mischievous meal and spirited socks,” said Buetikofer in a statement. The executive was previously CMO of the chain in Canada and took on her current role in February.
McDonald’s turned over its social channels, Times Square billboard and press release duties to the Grinch to boost the meal, and is promising “more chaotic content” later during the holiday season. In addition, the chain will undertake what it bills as its first holistic gaming program, with holiday livestreams by Twitch creators including Sydeon, TinaKitten, Happyhappygal and CyYu. The broadcasts will feature meal unboxings, chat-voted challenges and other branded surprises.
McDonald’s will debut a TV commercial on all major networks starting Dec. 2. The campaign includes strategic paid placements across Hulu and Roku holiday hubs, Spotify holiday playlists, NFL and NBA games, Pinterest interactive quiz ads, TikTok Superlike ads and apps including Venmo and PayPal.
The campaign was spearheaded by McDonald’s agency of record Wieden+Kennedy New York, with creative by Agency 123, Alma and Translation; digital marketing by Publicis Groupe, IW Group and Boden; and paid media by Admerasia, Publicis Groupe, Navigation Blvd and Translation.
Along with the Grinch-centered work, McDonald’s is introducing McShaker Fries — to which consumers add seasoning and shake the bag — to the U.S. for the first time. The chain will also extend its McCafé Holiday Cups with designs featuring the Grinch, his dog Max and familiar character Cindy Lou Who.
The holiday campaign comes as McDonald’s delivered its second consecutive quarter of same-store sales growth in the U.S. The chain in a Q3 2025 earnings call cited $40 million in incremental marketing spend around the relaunch of its Extra Value Meals in the U.S. as a driver of growth. Previously, McDonald’s noted how a campaign in partnership with “A Minecraft Movie” boosted guest counts in major markets.
Tapping into pop cultural phenomenon like the Grinch, Minecraft and K-pop fandom demonstrates how the fast-food giant continues to rely on fandom — and often nostalgia — to drive engagement with its brand, even amid a tough consumer market and increased competition from fast casual and casual dining chains.
