McDonald’s SG serves up breakfast bars with new rap

McDonald’s Singapore has dropped a rap to celebrate the launch of its new breakfast wraps, continuing its streak of music-led campaigns aimed at driving cultural relevance.

Created in collaboration with Leo Singapore, the rap highlights the ingredients in its latest offering - hash browns, eggs, ham and cheese - and positions the wrap as a quick and convenient breakfast option.

A video accompanying the rap, released on social media, shows the wrap being made with the lyrics displayed on screen. In a cheeky caption, the brand wrote: “We did a rap about our wraps, because we were so excited about them. With scrambled eggs, cheese, hash browns and more folded in a tortilla, who wouldn’t be?”

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McDonald's added that its Mac’ n Cheesy wrap has also returned to the menu.

The brand also roped in digital creator Scott Van Der Ven for a comedic skit ahead of the rap’s launch. In it, two schoolboys battle for the affection of their classmate Hui Hui, who makes them rap about her favourite food as a test of love.

“Mornings are hectic, and we know our customers are always on the move. So we built a campaign that moves with them—fast-paced visuals, catchy lyrics, and food that’s hearty yet handy," said Asheen Naidu, group ECD, Leo Singapore.

The breakfast rap follows the success of Lovin’ Me, McDonald’s music-led mental wellness initiative launched in October 2024 in partnership with Golin. Tied to World Mental Health Day, the campaign featured an original anthem by Haneri (Daphne Khoo) alongside youth talents WHYLUCAS and LAYYI, promoting self-love and resilience among young Singaporeans.

The integrated push included a mental wellness playbook, a podcast series hosted by Haneri, and uplifting digital sticker reminders - all informed by insights from youth focus groups and a Republic Polytechnic competition on mental health advocacy.

“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future,” said Benjamin Boh, managing director of McDonald’s Singapore, at the time.

“With Lovin’ Me, we want to create a safe space where youth feel seen, heard, and uplifted," added Boh. 

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