McD's Global | A Minecraft Movie Meal & Happy Meal

What happens when the most beloved fast food brand collaborates with a movie about the most beloved video game?
Turns out, magic.

With A Minecraft Movie coming soon to theaters, our team set out to claim an "unfair share" of the fandom, and spent the next year crafting TWO meals and a 360 campaign that captured everything people love about Minecraft, with a McDonald's twist.
And when I say 360, I mean 360 -- I didn't even know something could be this 360.

From custom packaging to a new hot sauce, from TV spots to in-game Minecraft skins, we made sure Minecraft fans all around the world felt seen, celebrated, and obsessed.

Over 90% of McDonald's locations opted into the campaign.
Collectibles sold out globally within two weeks.
Trends took off.
Collectors hunted down the Grimace Egg like their lives depended on it.
And for a second, we got to sit back and watch the world enjoy what we loved building for the past year.