McDonald’s revives McDonaldland for a new generation

McDonald’s has reinvented the nostalgic world of McDonaldland for a new generation. First introduced in 1971, McDonaldland is a fantasy world where its iconic characters Ronald McDonald, Grimace, the Hamburglar and Mayor McCheese live.

Wieden+Kennedy New York was tasked with reviving McDonaldland after a 22-year hiatus. The campaign spans social, online, out-of-home and in-store, with a four-week takeover of McDonald’s stores. There will be themed meals and packaging, collectibles and merchandise.

McDonald’s hosted its first Instagram Live on August 12 to kick off the campaign and invite customers to McDonaldland.

There will also be an experiential element, with the McDonaldland activation showing up at ThiftCon, Breakaway Music Festival, Watkins Glen International and the Daytona 500.