McDonald's is embracing the holiday spirit with a mischievous twist, launching a major marketing campaign centered around Dr. Seuss's iconic character, The Grinch. This festive initiative introduces a special "Grinch Meal," dill pickle-flavored McShaker Fries, and a comprehensive multi-channel strategy aimed at captivating consumers throughout the holiday season.
The Grinch Meal, developed in partnership with Dr. Seuss Enterprises, features a choice of a Big Mac or McNuggets, a drink, and a pair of collectible socks. The standout item is the new dill pickle-flavored Grinch Salt McShaker Fries, marking the first time McShaker Fries are available in the U.S. These fries allow consumers to add seasoning and shake the bag for a customized flavor experience.
The extensive campaign includes a forthcoming TV commercial set to debut on December 2, a unique gaming takeover featuring holiday livestreams by popular Twitch creators like Sydeon, TinaKitten, Happyhappygal, and CyYu. These broadcasts will include meal unboxings, chat-voted challenges, and other branded surprises. A robust array of paid placements spans across major video and audio platforms, in-app channels, Hulu and Roku holiday hubs, Spotify playlists, NFL and NBA games, Pinterest interactive quiz ads, and TikTok Superlike ads, as well as payment apps like Venmo and PayPal. McDonald's has even temporarily rebranded its social channels, a Times Square billboard, and press release duties to reflect the Grinch's takeover, promising "more chaotic content" later in the season.
This holiday push builds on the success of a similar Grinch-themed effort launched by McDonald's Canada last year. Alyssa Buetikofer, Chief Marketing and Customer Experience Officer at McDonald’s USA, who previously served as CMO in Canada, stated that the company aims to replicate this success in its largest market. "The Grinch gets it – the holidays are chaotic, and he’s thrilled to give our fandom permission to embrace their inner Grinch with his festive mischievous meal and spirited socks," Buetikofer remarked. The Grinch is also a prominent figure in Walmart's multichannel holiday campaign this year, highlighting the character's broad appeal.
Beyond the Grinch Meal, McDonald's is also extending its McCafé Holiday Cups line with new designs featuring the Grinch, his loyal dog Max, and Cindy Lou Who. This strategy of leveraging pop culture phenomena, from the Grinch and Minecraft to K-pop fandom, underscores McDonald's ongoing reliance on fan engagement and nostalgia to connect with its audience. This approach remains crucial for driving brand relevance and customer traffic, particularly amidst a challenging consumer market and increasing competition from fast-casual dining options.
The campaign follows McDonald's delivering its second consecutive quarter of same-store sales growth in the U.S. The company in a Q3 2025 earnings call cited $40 million in incremental marketing spend around the relaunch of its Extra Value Meals in the U.S. as a driver of growth. Previously, McDonald's noted how a campaign in partnership with "A Minecraft Movie" boosted guest counts in major markets.
The campaign was spearheaded by McDonald's agency of record, Wieden+Kennedy New York. Creative contributions came from Agency 123, Alma, and Translation. Digital marketing efforts were handled by Publicis Groupe, IW Group, and Boden, while paid media was managed by Admerasia, Publicis Groupe, Navigation Blvd, and Translation.
