Grandma McFlurry
Grandma McFlurry
Some things just belong together.
Like grandmas and something sweet.
Some things just belong together.
Like grandmas and something sweet.
Client
McDonald's
McDonald's
Year
2024
Category
Product Launch │ Brand Act
Product Launch │ Brand Act
CONTEXT
CONTEXT
For Gen Z Latinos, the bond with their abuelas isn’t just emotional — it’s cultural. It shows up in music, food, language, and everyday life.
McDonald’s saw an opportunity to turn that truth into something tangible — not just a product launch, but a way to celebrate a relationship everyone recognizes, but rarely sees reflected in the category.
For Gen Z Latinos, the bond with their abuelas isn’t just emotional — it’s cultural. It shows up in music, food, language, and everyday life.
McDonald’s saw an opportunity to turn that truth into something tangible — not just a product launch, but a way to celebrate a relationship everyone recognizes, but rarely sees reflected in the category.
CONTEXT
For Gen Z Latinos, the bond with their abuelas isn’t just emotional — it’s cultural. It shows up in music, food, language, and everyday life.
McDonald’s saw an opportunity to turn that truth into something tangible — not just a product launch, but a way to celebrate a relationship everyone recognizes, but rarely sees reflected in the category.
IDEA
IDEA
Turn a product into a tribute.
We cast real grandmas and their grandchildren to anchor the campaign, capturing moments that felt honest, not staged.
Music became the bridge between generations. Jay Wheeler recorded a new version of Piel Canela, while Remi Wolf reimagined How Sweet It Is (To Be Loved By You) — creating a soundtrack that connected past and present.
To bring the idea into the real world, we launched the McFlurry Mobile — a nostalgic, ice-cream-truck-style experience that traveled through New York City, surprising communities and senior centers, where Jay Wheeler personally joined to serve and celebrate.
The campaign extended into social, where Gen Z Latinos shared their own stories with their abuelas, turning the product into a cultural moment.
Turn a product into a tribute.
We cast real grandmas and their grandchildren to anchor the campaign, capturing moments that felt honest, not staged.
Music became the bridge between generations. Jay Wheeler recorded a new version of Piel Canela, while Remi Wolf reimagined How Sweet It Is (To Be Loved By You) — creating a soundtrack that connected past and present.
To bring the idea into the real world, we launched the McFlurry Mobile — a nostalgic, ice-cream-truck-style experience that traveled through New York City, surprising communities and senior centers, where Jay Wheeler personally joined to serve and celebrate.
The campaign extended into social, where Gen Z Latinos shared their own stories with their abuelas, turning the product into a cultural moment.
IDEA
Turn a product into a tribute.
We cast real grandmas and their grandchildren to anchor the campaign, capturing moments that felt honest, not staged.
Music became the bridge between generations. Jay Wheeler recorded a new version of Piel Canela, while Remi Wolf reimagined How Sweet It Is (To Be Loved By You) — creating a soundtrack that connected past and present.
To bring the idea into the real world, we launched the McFlurry Mobile — a nostalgic, ice-cream-truck-style experience that traveled through New York City, surprising communities and senior centers, where Jay Wheeler personally joined to serve and celebrate.
The campaign extended into social, where Gen Z Latinos shared their own stories with their abuelas, turning the product into a cultural moment.
RESULTS
RESULTS
Nationwide sell-out, becoming one of McDonald’s most talked-about limited-time launches
Strong organic engagement across social, especially among Gen Z Latinos
High volume of user-generated content celebrating “abuelita” moments
Successfully positioned the product as more than a menu item — a cultural expression
ADDITIONAL CREDITS
Wieden + Kennedy New York │ Boden
Nationwide sell-out, becoming one of McDonald’s most talked-about limited-time launches
Strong organic engagement across social, especially among Gen Z Latinos
High volume of user-generated content celebrating “abuelita” moments
Successfully positioned the product as more than a menu item — a cultural expression
ADDITIONAL CREDITS
Wieden + Kennedy New York │ Boden
RESULTS
Nationwide sell-out, becoming one of McDonald’s most talked-about limited-time launches
Strong organic engagement across social, especially among Gen Z Latinos
High volume of user-generated content celebrating “abuelita” moments
Successfully positioned the product as more than a menu item — a cultural expression
ADDITIONAL CREDITS
Wieden + Kennedy New York │ Boden
More Works More Works
More Works More Works
