McDonald’s Australia has unveiled a playful new summer campaign starring the Grinch, brought to life by Wieden+Kennedy Sydney. The initiative brings Dr. Seuss’ notorious mischief-maker into the heart of Australia’s sunny holiday season, aiming to disrupt — and ultimately celebrate — the country’s unmistakable festive spirit.
After a successful rollout in Canada last year, the Grinch Meal platform has officially arrived in Australia, with themed menu items available nationwide. Directed by Jesse James McElroy, the hero film “I’m Ruinin’ It” pays homage to How the Grinch Stole Christmas!, particularly echoing the tone and visual style of the 2000 live-action adaptation.
In the spot, the Grinch spies on the cheerful residents of “Australiaville,” whose summer joy annoys him enough to devise a plan to sabotage the holiday mood — starting with McDonald’s, affectionately known as Macca’s. His mischief includes tampering with menu items and even twisting the brand’s iconic jingle into his own sarcastic version: “I’m ruinin’ it.”
Wieden+Kennedy Sydney told LBB that using the Grinch — “the grumpiest Christmas character of all time” — was the perfect way to prove that “nothing beats an Aussie summer and a Macca’s meal,” no matter how hard he tries to spoil it.
The Grinch Meal comes with an adult-focused offering: a frozen sour drink that turns green thanks to hidden popping pearls and packaging disguised as a gift box. The campaign’s central idea is built on a relatable insight: the best Australian summer days end at Macca’s. By trying (and failing) to spoil this tradition, the Grinch only reinforces it.
“It’s Grinch boy summer and we couldn’t be more excited to share this meal with our customers,” said Amanda Nakad, marketing director of menu and brand at McDonald’s Australia. She highlighted the limited-edition menu items, collectibles, and “holiday havoc” as essential ingredients of the brand’s holiday fun.
The campaign expands across out-of-home placements bathed in the Grinch’s signature green, with cheeky copy such as “Unhappy Holidays!”, “Eat, Drink And Be Wary,” and “It’s Grinch Boy Summer.” On social media, the Grinch has taken over McDonald’s Australia’s Instagram account, sharing commentary like: “its supposed to snow at Christmas, y dis place so stupid?”
Sixteen McDonald’s locations have also received a temporary “mischievous makeover,” featuring green arches and themed décor to extend the Grinch’s takeover into the physical world.
This campaign marks another chapter in Wieden+Kennedy’s growing footprint in Australia, following recent work including “You Deserve A Little Treat,” the return of Macca’s Monopoly, “Brekkie Comes First,” and a headline-grabbing OOH stunt featuring sauce-lid installations.
