McDonald’s has tapped Translation as its new agency of record for the African American consumer market, officially parting ways with its longtime partner, Burrell Communications, following a competitive review process.
The move marks a significant shift for the Chicago-based fast food titan, which is leaning into what it calls a renewed push to “deepen cultural connection and drive growth” among Black audiences. The work will span all consumer touchpoints—from digital to in-store, from broadcast to the neighborhood block.
Translation, helmed by industry visionary Steve Stoute, is no stranger to the Golden Arches. The agency helped shape one of the most iconic campaigns in advertising history, “I’m Lovin’ It,” and returned to the brand for the 2013 “Think with Your Mouth” Big Mac push. Now, with the Snack Wrap making its long-awaited comeback, Translation is back at the table—this time, with its eyes on a new generation.
Their first work in this newly minted role? A series of snackable, swagger-heavy ads featuring a charismatic new character named Unc, played by actor Hassan Johnson. Draped in uncle-level wisdom and cookout charisma, Unc is the guy in your family who insists he “taught LeBron how to dunk” and “invented Kool-Aid.” Now, he’s taking credit for convincing McDonald’s to revive the Snack Wrap—and trying to sell a new generation on its worth. Watch below:
“In the Black community, Unc isn’t just a relative—he’s a neighborhood staple,” said Jonathan Akwue, president of Translation. “He bridges generations with credibility, humor, and love. He’s the one person who can co-sign the Snack Wrap and make the youngins listen.”
While Wieden+Kennedy New York, McDonald’s lead creative agency, handled the primary hero campaign featuring Brian Cox, Translation’s charge was clear: drive cultural resonance and hype where it matters. And according to McDonald’s marketing brass, the agency delivered.
Still, the timing is curious. Translation’s appointment follows McDonald’s quiet rollback of some of its corporate diversity, equity, and inclusion goals earlier this year—an internal decision that raised eyebrows in and outside the industry. Whether this new agency relationship signals a pivot or a recommitment remains to be seen.
What’s certain? The stakes are high. McDonald’s reported a 3.6% dip in U.S. same-store sales last quarter—its biggest domestic slide since the early COVID lockdowns. That’s a red flag for a brand that’s historically dominated both pop culture and the quick-serve category.
Translation, for its part, sees opportunity.
With a three-decade history rooted in Chicago, McDonald’s knows the power of the communities that built it. And if Unc has anything to say about it? The Snack Wrap—and the brand—might just be back in the family group chat.
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