McDonald’s celebrates 50 years with nostalgic 1980s birthday party

McDonald’s is celebrating 50 years in the UK by inviting the nation to a retro birthday party.

“McDonald’s 50th birthday” by Leo Burnett UK includes a film ad directed by Fenn O’Meally through Smuggler, outdoor posters, a digital party bag plus a special menu and range of merchandise.

Leo Burnett’s senior creative was Alice Pearce, who worked with creatives Clementina De Ruiter and Anna Wilkins and junior creatives Jed Small and Evan Bryant. Anna O’Callaghan was the senior art director, Masha Shukkore senior copywriter and Dan Fitzpatrick senior designer

Filmed in a recreation of the UK’s first McDonald's restaurant from 50 years ago, located in Woolwich, London, the 60-second ad transports the viewer to a nostalgic 1980s McDonald's birthday party. 

A young boy dances to a hip hop track from the decade, Know How by British-born rapper Young MC. As the film progresses, the dancing proves contagious and the rest of the party joins in the fun. 

The film ends with a montage of McDonald's restaurants from the past 50 years and extends the invitation for the viewer to celebrate too.  

Retro menu boards adorn the set with a 1980s kitchen, party area and throwback furniture, such as cheeseburger stools and an apple pie tree. A mural features brand characters Hamburglar, Birdie, Mayor McCheese and Grimace. 

Illustrator Sofie Birkin designed out-of-home posters that modernised birthday invites in five original artworks. Each is based on a different era of McDonald’s history.

OMD handled the media planning and buying.

McDonald's is bringing the festivities to its restaurants from 17 July, with retro birthday stylings and a special-edition party food menu, including a Double Big Mac, Birthday Cake Donut and what the brand describes as “one last big surprise” in the weeks to come. 

The fun also includes a digital party bag developed by The Marketing Store, which sits within the McDonald’s app, offering users the chance to win food or merchandise. This has been supported and developed by CRM agency Armadillo. 

Matt Reischauer, marketing director UK and Ireland at McDonald's, said: "Our campaign celebrating our 50th birthday taps into the countless memories we've made with our fans and, of course, invites everyone to make new ones.  

“From exclusive merch, to our digital party bag and special-edition menu (the birthday cake donut being my favourite) we wanted to make it possible for everyone across the nation to celebrate with a few surprises along the way. Who doesn't love a surprise at a birthday party?”

Merchandise will be available later this summer under a collection titled “I had my birthday party at McDonald’s”. Items include striped sweats, bomber jackets, printed denims, birthday T-shirts, scrunchies and a McDonald’s Rubix cube.  

Social-media activations include tutorials for the hero’s dance moves and outfit checks of vintage McDonald's crew uniforms on the brand's owned channels. 

Andrew Long and James Millers, executive creative directors at Leo Burnett UK, said: "It’s a true privilege to help McDonald’s celebrate its first 50 years in the UK, and to do it in the most joyful way possible—by inviting the nation to enjoy the incomparable feeling that only McDonald’s gives you.”