McDonalds: Let Me Put You On

THE BUSINESS PROBLEM:

Reintroduce the beloved McDonald’s Snack Wrap to a new generation that never experienced it, while reigniting nostalgia among longtime fans. The challenge was to make its comeback feel culturally relevant, not just like another menu return.

THE INSIGHT:

On social, a larger conversation was unfolding around an interesting tension: when do you become Unc? People were humorously proclaiming themselves “Unc,” sparking debate about age, wisdom, and identity. But beneath the jokes was a real cultural truth. In African American Vernacular English, “Unc” represents more than an uncle, it’s a respected figure in the community, the one who puts you on, passes down knowledge, and validates what’s cool.We recognized this as an opportunity to anchor the Snack Wrap’s return in a voice that already held credibility within the culture.

THE SOLUTION:

Unc was brought to life through Hassan Johnson, best known as Wee-Bey from The Wire, turning him into the trusted voice reintroducing the Snack Wrap. Through humor, familiarity, and cultural storytelling, the campaign positioned the product’s return as more than nostalgia, a moment.

CREDITS:

Client: McDonalds
Agency: Translation LLC
Chief Creative Officer: Jason Campbell
Group Creative Directors: Castro Desroches & Aryan Aminzadeh
Art Director: Kamiin Valree
Copywriter: Kofi Lost
Group Strategy Director: Alicia Harris
Context Director: Rashad Williams
Context Strategist: Korpo Jonel
Associate Context Strategist: Joi Berry