McDonald’s and Leo Burnett are teaming up with a famed British rapper and singer-songwriter to launch a promotion that invites fans across the U.K. and Republic of Ireland to “Order like Stormzy.” The talent partnership between Stormzy, aka Big Mike, and McDonald’s, led and managed by Red Consultancy, involves the reveal and launch of his signature combination: 9 McNuggets, an order of fries, Sprite, Oreo McFlurry and BBQ sauce. The campaign aims to celebrate the universal truth that everyone has their go-to McDonald’s order–even the biggest stars can’t resist.
At the heart of the campaign is this long-form film, directed by Paul Hunter of PRETTYBIRD. The film opens with Stormzy strolling into a McDonald’s, where he casually orders his meal. As the scene unfolds, customers across the U.K.–from families in the drive-thru to hairdressers, knitters, and students–are inspired to order The Stormzy Meal. But there’s a playful twist: as they order, Stormzy’s deep and unmistakable South London accent echoes from their mouths as they, quite literally, “Order like Stormzy.” The film also features a cameo appearance from national treasure Alison Steadman, who reveals The Stormzy Meal as her “favorite meal too,” as well as a roster of emerging British content creators, championed by Stormzy.
Alongside this, high-impact OOH is rolling out nationwide, celebrating Stormzy’s order. The creative will feature candid images of Stormzy eating his meal at a McDonald’s restaurant, shot in full-bleed, black and white photography. Added to this, DOOH will showcase a new visual identity crafted especially for The Stormzy Meal. The visual identity expands to a range of limited-edition merchandise—including branded tumblers, pin badges, and posters—dropping in bursts throughout the campaign and available through the app for MyMcDonald’s Rewards customers.
In homage to Stormzy’s hometown, his local Croydon restaurant has been temporarily re-branded ’Big Mikes’ and locals in CR0 will be able to get their hands on The Stormzy Meal 48 Hours before the rest of the country to celebrate their homegrown hero. The collaboration will culminate later this month with a ‘meet and greet’ event in Croydon for fans and McDonald’s crew to meet Stormzy, organized and led by Red Consultancy.
The campaign is a markedly different approach to media for McDonald’s, foregoing traditional TV in favor of social-first activations.
The campaign was a cross-agency collaboration: Leo Burnett led creative, digital, and social, Red Consultancy managed all talent, PR, event, and influencer, and OMD UK managed all media buying and planning. TMS led on the promotion, digital experience, and prize pool. Linney supported all POP communications and TMW was responsible for CRM.
