What McDonald's Can Teach Us About Unlocking "Core Memories"

Navigating the ever-changing world of social media while building your empire, chasing time freedom, and staying present with your family can feel like a constant sprint, right?

This week, I’ve been completely fascinated by the return of McDonaldland.

Yes, you heard me right.

Ronald McDonald, Hamburglar, Uncle O’Grimacey and Grimace (the latter of whom starred in what became a viral, sales-driving campaign), and the whole crew are back in a massive, multichannel campaign that’s all about unlocking consumers’ “core memories.” 

For the first time in over 20 years, these characters are appearing together, and it's a masterclass in using nostalgia as a powerful brand strategy.

So, why does this matter to you?

When you’re building an authentic brand, it's not just about what you’re selling right now; it’s about the feeling you create. McDonald’s isn't just selling a burger; they're tapping into the warmth, joy, and memories of childhood.

This strategic move highlights a crucial lesson for us all: a strong brand goes far beyond the brand visuals you see. It connects on an emotional level.

Here’s the breakdown and what you can learn from it:


• You don’t have to reinvent the wheel to innovate.
  McDonald's isn't creating new characters; they're revitalising existing ones that are already a part of people's history. What are your brand's core stories or values that you can revisit and reframe for a new audience?

  
• A holistic campaign is key to a premium feel.
  This isn't just a TV ad. It's a full-blown experience with a special shake, collectibles, collaborations with fashion and travel brands, and even a Fortnite takeover. While we might not have a Fortnite budget, we can think about how to create a similarly immersive experience for our own clients - from a beautifully crafted digital product to a thoughtful welcome sequence.

  
• Your brand is more than just your logo; it's a feeling.
  The success of this campaign relies on the fact that people have an emotional connection to these characters. What are you doing to build that kind of deep, meaningful connection with your own audience?

This is a powerful reminder that the most successful brands - big or small - are the ones that understand the power of authentic connection.

They use their heritage to create an irresistible sense of belonging.

What’s your version of "McDonaldland"? 
What's the story, the feeling, or the core memory you can tap into to make your brand the obvious choice for your clients?