McDonald’s is stepping into the pixelated world of Minecraft with a new campaign tied to the upcoming Minecraft movie adaptation, set to hit theaters on April 4. The fast-food giant is launching themed meals, collectible toys, and exclusive in-game content, blending the nostalgic charm of McDonaldland icons with the distinctive blocky aesthetic of Minecraft.
The promotion offers McDonald’s fans and gamers the chance to unlock special in-game skins and digital perks by purchasing tie-in meals. This strategy not only leverages Minecraft’s massive global fanbase but also encourages transactions through McDonald’s digital channels, particularly its mobile app.
Jennifer Healan, Vice President of U.S. Marketing, Brand, Content, and Culture at McDonald’s, emphasized the natural synergy between the two brands. “When approaching any partnership, we look for the authentic role our brand can play in it. McDonald’s fans had already created a presence in the Minecraft game long before the opportunity to partner with the new film,” Healan said in a press statement. “What’s special about this campaign is that every component will feel recognizable to both fan bases — a true merging of the McDonald’s and Minecraft universes.”
The campaign includes a new advertisement featuring “blockified” versions of McDonald’s mascots, such as Grimace and the Hamburglar, as they step into the world of Minecraft. Additionally, collectible toys included in the “A Minecraft Movie” Meal bring the crossover to life, with items like a Zombie Hamburglar and a Grimace Egg. A separate 30-second spot for the Minecraft Happy Meal focuses on the film itself, showing a young player crafting supplies while being watched by CGI animals from the big-screen adaptation starring Jack Black. The campaign was developed by Wieden + Kennedy, McDonald’s U.S. creative agency.
Beyond the entertainment aspect, the collaboration comes at a crucial time for McDonald’s. The brand reported a 1.4% decline in U.S. comparable sales in the fourth quarter of 2024, with a 0.2% dip for the full year due to consumer price sensitivity and a health crisis linked to an E. coli outbreak. To counteract these challenges, McDonald’s is focusing on loyalty programs and digital engagement to strengthen its market position.
By tapping into the cultural influence of Minecraft, McDonald’s aims to reignite customer interest, attract a younger audience, and reinforce its digital-first marketing approach.
