Translation has officially been named agency of record for McDonald’s African American consumer market (AACM), marking a significant step in the brand’s ongoing strategy to connect more deeply with diverse audiences. This new collaboration kicks off with a nostalgic twist—the highly anticipated return of McDonald’s iconic Snack Wraps.
The appointment reflects McDonald’s commitment to culturally grounded storytelling that not only resonates with its audiences but also drives real business results. By partnering with Translation, McDonald’s aims to strengthen its ties with the Black community through authentic, insight-led campaigns that celebrate cultural identity and collective experience.
As part of the rollout, Translation was tasked with reintroducing the Snack Wrap to a new generation of consumers within the AACM. While the Snack Wrap holds an iconic status for many, there remains a large segment that missed its initial popularity. Rebuilding that fandom required a fresh cultural approach—and Translation delivered.
At the heart of the campaign is the character "Unc", played by actor Hassan Johnson, known for his role in The Wire. ‘Unc’ serves as a trusted voice within the community—a familiar, respected figure who brings wisdom and credibility. His presence in the campaign bridges generations and sparks curiosity among younger consumers, encouraging them to try the Snack Wrap for the first time.
This launch marks the first major creative expression of the renewed partnership between McDonald’s and Translation. The campaign sets the tone for what’s ahead: storytelling that is modern, culturally attuned, and emotionally resonant. It’s a blend of community insight and bold branding that reflects the evolving expectations of today’s consumers.
Translation brings a creative edge honed by deep ties to music, culture, and modern consumer behavior, making the agency uniquely positioned to deliver nuanced, culturally fluent campaigns. Their expertise ensures McDonald’s messaging remains relevant while tapping into community-driven narratives that build long-term loyalty.
This collaboration builds on a legacy of impactful work between the two companies, from the globally recognized "I’m Lovin’ It" jingle to the culturally sharp "Think with Your Mouth" campaign for Big Mac. Now, the partnership is evolving to reflect today’s dynamic cultural landscape, placing McDonald’s once again at the forefront of inclusive and purposeful brand storytelling.
With Translation leading the creative charge, McDonald’s is poised to deepen its cultural relevance and unlock powerful new ways to engage with the African American community—proving that the return of a Snack Wrap can be much more than a product launch; it can be a cultural moment.
