- McDonald’s is rolling out its recent value platform with an oddball marketing effort starring actor and skilled wrestler John Cena, in accordance with a press release.
- A TV spot shows ultra-buff Cena in an outfit recalling Mr. Rogers as he explains the deals available through the McValue menu before going off on a bigger inspirational spiel. The ad closes on the wrestler making his signature “you may’t see me” hand gesture before disappearing.
- McDonald’s is ramping up its value offerings after consumer price sensitivity weighed on the business last 12 months. The Golden Arches owner is extending its popular $5 Meal Deal and bowing a Buy One, Add One for $1 offer, together with running a spread of local franchisee and in-app promotions.
McDonald’s is ringing in the brand new 12 months with a more expansive value platform — and a pep talk from John Cena. A wider assortment of meal deals, including a Buy One, Add One for $1 offer, follows a period where the fast food chain grappled with price-sensitive consumers and its first decline in U.S. comp sales for the reason that start of the pandemic. Promotions just like the $5 Meal Deal helped the brand regain some momentum within the second half of 2024, a technique it’s now trying to higher capitalize on with assistance from celebrity-led marketing. The McValue platform was first unveiled in November.
In the brand new ads, Cena explains how the Buy One, Add One for $1 promotion works while outfitted in a mustard yellow zip-up sweater and matching tie. The vibe of the video shifts as Cena stands up and begins espousing the larger transformational power of McValue, stating that, at any moment, the platform “could take you to a spot where a complete recent menu of possibilities exist, inspiring you to order more from life than you would ever imagine.” Cena then waves his hand over his face, a signature move from his wrestling profession, before disappearing into the horizon. Cena’s “you may’t see me” gesture and supposed invisibility have change into a recognizable meme in larger web culture beyond wrestling fandom.
The timing of the campaign could resonate for a couple of reasons: Many individuals are attempting to commit to New Year’s resolutions and will appreciate the humorous angle. Cena, an iconic wrestling personality who has broken into Hollywood stardom, this week also kicked off his farewell tour with the WWE.
Along with the 30-second TV spot and an prolonged cut on YouTube with additional pops of surreality, Cena appears in additional content on McDonald’s social channels. Wieden + Kennedy is McDonald’s creative agency.
McValue will even see McDonald’s partner with over a dozen brands, including YouTube, Tinder, Roku, American Airlines and Lyft, to share greater than $3 million in promotional offers throughout January. McDonald’s latest in-app perks include free medium fries with a $1 purchase every Friday this 12 months and a free McCrispy chicken sandwich for brand new users, which could help drive sign-ups.
The McValue marketing blitz lands the identical week as an announcement that McDonald’s will roll back key diversity initiatives, part of a bigger pullback on DEI programs amongst large brand marketers.
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