McDonald's
Grimace’s Very Important Purple Tour
MARKETING A SHAKE BY MAKING A MEGASTAR
The
Problem
Guest count and sales were down in 2024, and no amount of promos and new meals seemed to be able to turn the dial. A lot was resting on the purple shoulders of the Grimace shake.
The
insight
We needed to turn Grimace into an international superstar visiting Australia, not try and leverage the US campaign from 18 months earlier.
The
idea
We positioned Grimace as a real-life icon returning to Australia bringing his famous shake and meal – with all the celebrity fanfare he deserves. Making him a VIP (Very Important Purple), embedding Grimace in mainstream Aussie culture, driving huge fanfare and turning around Macca’s 2024 business results.
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