McDonald’s
Secret Menu
Agency: Red Consultancy
Brand: McDonald’s
The Brief
Create a moment bringing McDonald’s cult “Secret Menu” behaviour into the real world - transforming internet hacks and unexpected menu combinations into a physical, shared experience for creators.
KGA was asked to design and deliver a live event that felt unexpected but unmistakably McDonald’s, rewarding curiosity and turning playful menu experimentation into a memorable, social-first moment.
With Uber's majestic, horse-drawn Coronation Carriage, the Coronation of King Charles III felt a little upstaged, frankly. The experience received a lot of love, and all slots were fully booked before opening. The carriage provided 45 rides over three days.
"Weirdly good products built
by the fans
for the fans."
Ben Fox, SVP & CMO, McDonald’s UK & Ireland
Invited creators were welcomed into an immersive, high-energy environment in which unexpected (and unexpectedly delightful) off-menu combinations were uncovered. Creators were guided through clues and reveal moments that led them to discover how different menu items could be combined.
At the heart of the event was the physical McDonald’s “Secret Menu” food truck, where guests could order menu items and build their own newly discovered combinations. The result was an authentic and playful creator-led moment, delivering the surprise and delight of remixing combinations normally known only to insiders - encouraging creators to film, react and share in real time.
The Delivery
Technical Production & Lighting
Public Event Management
Venue & Sourcing
Design &
Production
Live Event
Management
