‘The Worst Kept Secret’

For years, the McDonald’s secret menu has been the stuff of fast food folklore – shrouded in mystery, whispered about, stitched on TikTok. So instead of pretending it wasn’t happening, we made it official. The Secret Menu takes the orders fans were already making and brings them into the open, turning underground favourites into legit menu moments – built by fans, validated by the brand.

The Secret Menu was rolled out in phases designed to feel discovered, not announced. Tease content hinted at off-menu orders and fan-coded clues, building curiosity without giving everything away. At launch, McDonald’s made the Secret Menu official, bringing fan hacks into the open for the first time ever. To sustain interest, the idea lived on through ongoing drops, social reactions and creator content, keeping the Secret Menu feeling current and culturally alive.

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Selected recognition:

The Drum ‘Campaign of the week’ / Creative Salon ‘Work of the week’ / Ad Age ‘Editors Pick’ / Campaign ‘Ad Of The Day’ / Famous Campaigns ‘Ad of the day’ / The Drum ‘Ad of the day’ / David Reviews ‘Pick of the day’