The Challenge
The era of cut-out promotions was once the golden age of fast food marketing—but for new generations, promotions have become digital, predictable, and easy to ignore. Loyalty points are now a commodity, and engagement is low. We needed a new approach—one that could use the McDonald’s app as a gateway to connect with Gen Z in a meaningful way. By tapping into the cut-out fashion trend—where Gen Z customizes clothing by cutting into it—we saw an opportunity to reinvent a forgotten promotional behavior and make it culturally relevant again.
The Solution
We partnered with Eme Studio, one of Spain’s most influential Gen Z streetwear brands, to create 2,600 limited-edition sweatshirts. At first glance, each piece appeared all black. But hidden beneath the fabric were exclusive designs and real McDonald’s rewards—only revealed by cutting into the garment. Each sweatshirt became both a unique fashion statement and a one-of-a-kind promotional experience. To build anticipation, we teased the drop through cryptic content and high-impact outdoor placements across Madrid, driving users to the McDonald’s app. To access the drop, fans had to exchange loyalty points for a spot in a virtual queue. On launch day, we transformed Eme Studio’s flagship store into a hybrid space—part streetwear drop, part McDonald’s restaurant. For the first time, fans could shop fashion and redeem food in the same place, blurring the line between product and promotion. What began as a campaign became a cultural moment..
