Following the success of its initial adult Happy Meal, McDonald’s is unveiling a second edition in collaboration with DJ and streetwear style creator Kerwin Frost. This marketing move continues McDonald’s nostalgic streak by reintroducing classic characters, the McNugget Buddies, originally from the 1980s.
The Kerwin Frost Box comprises either a 10-piece chicken McNuggets or Big Mac, fries, soft drink, and a McNugget Buddy toy. The McNugget Buddies include Kerwin Frost, Don Bernice, Uptown Moe, Waffutu, Brrrick, and Darla. This limited-time meal is set to launch on December 11.
About a year ago, McDonald’s partnered with streetwear brand Cactus Plant Flea Market for adult Happy Meals, featuring toys of Grimace, Birdie, and the Hamburglar in the streetwear brand’s style. The success of the meal, backed by Wieden+Kennedy New York’s strategy and marketing, led to quick sell-outs and high resale prices for the toys.
Wieden+Kennedy is also involved in the Frost meal, and commercials for the new offering will air on December 11.
McDonald’s U.S. Chief Marketing and Customer Experience Officer Tariq Hassan stated, “With last year’s Cactus Plant Flea Market Box, we unlocked the childlike joy of opening a Happy Meal box for fans of all ages.” The Frost meal aims to recreate that childhood experience.
Kerwin Frost, known for his work with Adidas, Beats by Dre, and 7-Eleven, expressed his excitement about the collaboration, noting his childhood love for McDonald’s and his dream of collecting all the McNugget Buddies.
“I’ve loved McDonald’s since I was a kid. I even had my own Ronald McDonald doll that I brought to picture day at school, and it was my dream to collect all the McNugget Buddies,” Frost said in a statement. “Now, coming up with my own special set of Buddies – each one representing different aspects of self-expression – it’s unreal, a dream come true.”
The McNugget Buddies, introduced in 1988, are making a comeback through this promotion. McDonald’s previous nostalgia plays include a dedicated meal to Grimace and the return of retro toys in the “Surprise Happy Meal” in 2019.
This latest celebrity-driven meal offering is part of McDonald’s strategy to boost sales by combining existing menu items in unique ways. McDonald’s began in 2020 with the Travis Scott meal. The Frost Box provides an opportunity to reintroduce older McDonald’s IP to a younger audience, leveraging the popularity of the McNugget Buddies.
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