ssshhh… McDonald’s has launched a new Secret Menu
McDonald’s has always been known for its iconic classics, but recently, the brand added a touch of mystery to its offering with the launch of its Secret Menu across the UK. To celebrate this playful, off-the-menu experience, we took the campaign to new heights -literally - at one of the country’s busiest shopping destinations.
At Bullring, Birmingham our unique Atrium Banner stole the spotlight. Spanning the space between two levels of the mall, the banner hovered above shoppers’ heads, creating a sense of discovery as people wandered underneath. Its placement perfectly echoed the campaign’s playful concept - an unexpected reveal that made passersby stop, look up, and discover.
Our unique Atrium Banner spans the space between two levels of the mall, hoverering above shoppers’ heads and creating a sense of discovery as people wandered underneath
The Secret Menu itself is a collection of McDonald’s fan-favourite creations and innovative twists, designed to surprise and delight. From revamped classics to entirely new concoctions, it gives loyal customers something fun and exclusive to explore. This campaign marked a bold advertising push for the menu, highlighting McDonald’s willingness to playfully break the norms of fast-food marketing while giving people a reason to engage with the brand in fresh ways.
Launching the Secret Menu wasn’t just about new items - it was about creating buzz. By teasing the unknown, McDonald’s tapped into curiosity, word-of-mouth, and a sense of exclusivity that resonates with fans. Our atrium activation mirrored this perfectly: a visual “secret” hanging above shoppers, waiting to be discovered, prompting smiles and social shares alike.
The Bullring banner was more than just a display - it was a statement. It positioned McDonald’s in a space people don’t usually expect advertising, turning the act of walking through the mall into a playful discovery. And just like the Secret Menu itself, the activation left everyone with a sense of delight: sometimes the best surprises are the ones you stumble upon.
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