The Hamburglar has returned in a new McDonald’s campaign in the US, created by Wieden+Kennedy, spruiking the fast food chain’s better-than-ever burgers.
First introduced in 1971, the Hamburglar disappeared from screens in 1995, though he did reappear in some different forms in subsequent marketing campaigns.
The new campaigns will run across TV, digital, social and out-of-home.
McDonald’s has apparently made four “small but tasty improvements” to its Big Macs, including a softer bun, better melted cheese, caramelised white onions and more Big Mac sauce.
“Our classic burgers are what made McDonald’s famous. They’ve become a cultural icon over the years,” McDonald’s USA’s chief marketing officer and customer experience officer Tariq Hassan said in a statement.
“We saw the opportunity to make a few changes in our kitchens to make them even more delicious and get back to what people loved most about them in the first place – making them hotter, juicier and tastier. To get the word out, we’re bringing back a McDonald’s favorite – the Hamburglar – because what better way to show just how good they are than to turn the most notorious burger thief loose in our marketing campaign, as he tries to get his hands on our best burgers ever.”
In fact, the new burgers are already on sale over here and will hit the US later this week.
