McDonald's Rolls Out New Menu Heist

McDonald’s and Leo UK are revealing the second menu in this year’s ‘World Menu Heist’, after fans demanded more international favourites following the first haul.

Following the first haul in September, fan demand has sent the crew back for more, with four more international favourites: China’s Chicken McWings, Spain’s McExtreme, Germany’s Twix White Salted Caramel McFlurry and Singapore’s Peach x Sprite® Zero.

The second menu continues this year’s fan-fuelled approach, with the wider ‘World Menu Heist’ campaign shaped around the international McDonald’s products fans most want to get their hands on. It builds on the original platform’s idea of turning fans into accomplices in a global heist. Fan favourites from the first haul are also staying on the menu, including Paprika McShaker Fries.

Launching alongside the new menu is the second 30-second hero film from Leo UK, revealing the latest plot twist in the heist.

Picking up the heist story, the film sees a second van burst into the crew’s warehouse, dragging another golden vault behind it. The crew gets to work cracking it open, using everything from a McDonald’s cup to a blowtorch and Paprika McShaker Fries seasoning to dust for prints and decipher the password. The vault finally opens to reveal boxes of China’s Chicken McWings, the hero of the second haul. The film is supported by a 10-second edit.

On Saturday 17th October, fans and creators in Birmingham attended an exclusive tasting event where they unlocked a golden vault in order to try the Chicken McWings ahead of the second menu launch.

A suite of short-form social films, running across TikTok and X, invites fans back into the heist world for the crew’s second haul. Fans get a sneak peek inside the second vault, see ‘repeat offender’ crew members getting their hands on Chicken McWings, and watch the new menu items arrive in the crew’s signature golden boxes.

A partnership with Duolingo plays on the global nature of the heist, encouraging fans to ‘speak like an international masermind’, while the campaign’s partnership with LADBible continues.

OOH continues the golden-vault visual identity with the line ‘You wanted more… so we heisted more’, putting the four new products front and centre.

And the fans’ role in the operation isn’t over. Social activity will invite them to share which international McDonald’s favourites they want to see brought to the UK next, continuing to share the pen with fans on where the heist could go next.

Jason Keet and James Hodson, Creative Directors at Leo UK, said: “The best thing about World Menu Heist is that the fans are effectively our co-conspirators. They give us the targets; we work out how to steal them. This second haul is our answer to fans asking for more. Another heist felt like the only reasonable response.”

The campaign was created by Leo UK for McDonald’s, with Leo UK leading creative, digital and social. Media planning and buying was handled by OMD. PR, events and influencer activity were handled by Red Consultancy. Social partnerships were handled by LADbible. CRM was handled by TMW, digital activation by TMS, and POP and in-restaurant communications by Linney.

Credits:

Campaign Title: ‘World Menu Heist’

Creative Agency: Leo UK

CCO: Andrew Long

Creative Directors: Jason Keet & James Hodson

Creative: Matt Adams & Will Butler

Head of Strategy: Joe Beveridge

Planning Partner: Hannah Cameron

Planner: Alisya Rozhan

Managing Partner: Natalie Barry

Business Director: Bella Bertolotti

Account Director: Lauren Murphy

Senior Account Manager: Dominic Thomas

Account Executive: Amy Neal & Lucy Brennan

Head of McDonald’s Production: Anna Cartwright

Senior Producer: Peter Williams

Senior Project Manager: Michael Davies

Studio Director: Ricky Pettiford

Design Producer: Ethan Lynton

Design Director: Paul Reddington

Senior Designer: Tomek Drozdowski

Designer: Max Hain

Designer: Danny Flint

Designer: Kiko Wu

Motion Designer: Bey Redding-O'Brien

Motion Design Director: Carmen Perez Jimenez

Production Company: Academy Films

Director: Romain Chassaing

Executive Producer: Darapen Vongsa-Nga

Producer: Stephen Overs

Production Manager: Colum Ewart

Food Stylist: Elaine Ngan

Service Company: B2Y PRODUCTIONS

Producer: Ivan Ivanov

Producer: Kristin Arakchieva

Production Coordinator: Gergana Dobreva

Edit House: tenthree

Editor: Jack Williams

Edit Assistant: Matt Marshell

Edit Producer: Rachel Goodger

Post House: Harbor

VFX Producer: Dan Love

Sound Design: Harbor

Sound Design & Mix: George Castle & James Benn

Audio Executive Producer: Savannah King

Music Supervision

Music Supervision: Wake The Town

Music Supervisor: Sam MacNamara

VI Production

Photographer: Scott Grummet

Producer: Farah Ikhlas

Food Stylist: Udo Reichelt-Schaurer

1st Assistant: Matt Trapp

Digi Op: Jon Rose & Ben Colsen

Additional Partners

Media Agency: OMD UK

Business Director: Emma Gilmore

Associate Director: Eddie Fisher

Account Manager: Isabelle Milnes

Strategy Partner: Chris Mitchwell

PR & Influencer: Red Consultancy

CRM: TMW

Digital/App: TMS

POP & In‑restaurant: Linney

Social Partnership: LAD Bible

Publicis Production

Senior Production Manager: Nick Hodkinson

Production Director: Lisa Petchey

Senior Creative Retoucher: Darren Grieves

Senior Creative Retoucher: James Wootton

Senior Creative Artworker: Paul Jeffreys

Senior Print Designer: Vassen Iyaroopoolay