McDonald’s smuggles menu favourites into UK in global heist

McDonald’s and Leo UK have launched a nationwide integrated campaign titled “World menu heist”, celebrating the arrival of eight of the brand’s most coveted international menu items in the UK for the first time.

For years, McDonald’s fans in the UK have expressed envy on social media over menu items only available abroad. Tapping into that sentiment, the campaign invites fans to join a tongue-in-cheek “heist” to smuggle the brand’s global favourites, such as Malaysia's chocolate or salted caramel and pretzel McFlurry and Indonesia's Choco caramel pie, into local restaurants.

The campaign unfolds in three acts, 'Plan', 'Execute', and 'Getaway', spanning cinema, TV, video-on-demand, OOH, social, radio, digital audio and CRM channels.

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In the 'Plan' phase, which began on 1 October, McDonald’s quietly recruited its most devoted fans through a bespoke Instagram “close friends” list. Members were granted early access to the operation through exclusive briefings, tasting invitations and first looks at the “stolen goods”.

The activation culminated in a heist-themed tasting event on 18 October, where over 1,000 guests, including influencers and members of the public, sampled the limited-edition menu.

Ahead of the main reveal, CCTV-style “security leak” videos created in partnership with LADbible teased mysterious cargo being transported and stored, sparking speculation across social media.

The 'Execute' phase kicked off on 22 October with a hero film dramatizing the heist, shot with the energy and pacing of a blockbuster. Scenes include a van with the number plate “NUG Z,” a thief intercepting a delivery mid-train, and a McFlurry machine being smuggled overseas by Jet Ski. The film runs across cinema, TV and VOD, supported by social and digital cutdowns.

On social, McDonald’s continues to bring fans deeper into the story through behind-the-scenes content, influencer collaborations and real-time heist updates. CRM and in-restaurant touchpoints extend the narrative, with app notifications and emails alerting fans as the “goods” arrive nationwide.

OOH executions mirror the cinematic tone, showing the limited-edition items with playful captions announcing their “capture.” The pineapple McSpicy appears upside down as a nod to its Australian roots, Japan’s garlic and black pepper McNuggets are “nugg-nabbed,” and the UAE’s mac and cheese Triangles are “pocketed.”

The 'Getaway' phase (17–25 November) will mark the campaign’s final act, recreating the urgency of a getaway as the limited-edition menu disappears from stores. Digital OOH will feature countdowns and warnings, while app, CRM and social content will push fans to act fast before the products vanish.

Running from 22 October to 25 November, the campaign is a cross-agency collaboration led by Leo UK. Media planning and buying were handled by OMD, PR and influencer management by Red Consultancy, CRM by TMW, and POP communications by Linney.

“Every great heist has a motive, and ours was simple - give people what they’ve been asking for. ‘World menu heist’ snatches eight favourites from around the World and enables fans from the UK and Ireland to try them without having to board a plane. There’s something for everyone and it’s the kind of caper only McDonald’s could pull off," said Ben Fox, chief marketing officer at McDonald's UK and Ireland. 

In tandem, Andrew Long, executive creative director at Leo UK said, "A successful heist requires meticulous planning and perfect execution... this one has both. Fans have been wanting to steal the global menu for years, and we finally gave them the tools to pull it off. ‘World menu heist’ is Ocean’s Eleven meets McDonald’s, the tastiest heist of the century.”

The “World menu heist” continues McDonald’s global playbook of turning fan passions into brand moments. In April, the brand partnered with Minecraft to bring its mascots into the game’s pixelated world, celebrating A Minecraft Movie with themed meals and collectibles.

Closer to home, McDonald’s collaborated with TinyTAN, the animated counterparts of BTS members, on a new Happy Meal line. Announced on 19 August, the global launch began in the US on 3 September and expanded to 60 markets, including Singapore, Malaysia, Thailand and Indonesia.

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