Client: McDonald’s
Role: Creative Strategist
Brief:
Reintroduce a cult-favorite menu item, the Snack Wrap, after nearly a decade off the menu. Create a culturally resonant campaign that rewards loyal fans, sparks anticipation, and turns its comeback into a can’t-miss moment on Snapchat.
Execution:
I led the creative strategy for a full-funnel, multi-product campaign that centered on fandom and cultural credit. At the heart was a first-of-its-kind AR Lens that placed Snapchatters inside a breaking news broadcast, using ML to simulate a real-time “takeover” of their screen. We developed original creator footage that made the Lens feel like a personalized reward for fans who had demanded the Snack Wrap’s return for nine years.
To build hype, we launched a creator-led Reminder Ad, followed it with a First Commercial Takeover, Snap Ads, and Story Ads that scaled the moment across the platform. With 36.8M reached, the campaign proved how Snack Wrap nostalgia could turn into Snapchat-native impact.