McDonald’s and Netflix launch ‘Stranger Things’ takeover across Brazil

McDonald’s Brazil is rolling out a nationwide campaign inspired by the final season of Stranger Things, transforming restaurants and brand touchpoints into an immersive nod to Hawkins and the Upside Down. Developed by GALERIA.ag, the work launches on 25 November with a dedicated menu and creative platform designed to tap into fans’ love of mystery, nostalgia and Méqui’s signature flavours.

The activity spans film, digital engagement, in-store experiences and a regionwide stunt that sees McDonald’s signs across Brazil and parts of Latin America flicker in a reference to the series’ iconic aesthetic.

Campaign merges cultural fandom with Méqui identity

Ilca Sierra, Marketing Director for the Brazil Division, Arcos Dorados: "This collab between McDonald's and Netflix for Stranger Things goes way beyond a simple partnership – it's two universes coming together that people already have a real emotional connection with. Méqui has always been part of the conversations that count, whether on social media or in everyday life, and bringing that same warmth and nostalgia to a cultural hit like Stranger Things is really special. We blended flavor, 80s vibes and the atmosphere that defined a generation to create an experience that speaks straight to fans. It just proves that watching the show always feels more complete with Méqui."

The film introduces a “lost episode” feel and leads viewers into an upside-down version of a McDonald’s restaurant. Classic arcade machines wrap around ordering kiosks, turning the purchase moment into an interactive, retro-inspired experience. The São Paulo flagship has been transformed entirely to reflect the series’ parallel universe.

Digital features deepen fan participation

The campaign extends into digital channels, including an interactive feature within the Méqui app. The “Retrospective” tool analyses user behaviour to reveal what type of adventurer they would be inside the Stranger Things universe.

Rodrigo Marangoni, Executive Creative Director, GALERIA.ag: "This campaign works so well because it brings together two worlds that are already part of people's everyday lives. When we realized that Méqui and Stranger Things share the same emotional territory, we understood we weren't just making a film – we were building an experience that unfolds on every front. The magic happens when the story jumps off the screen and shows up in the restaurant, in the app, at the Drive-Thru, in delivery, on social media and in every sign people see along the way. Our role was to keep that energy flowing through every touchpoint, creating a kind of portal where nostalgia, food and imagination meet and amplify each other. That's the moment a campaign stops being just a campaign and starts becoming culture."

The work will run nationwide across broadcast and cable TV, Out of Home and Méqui’s digital platforms.

Upside Down menu hits restaurants across Brazil

To complement the creative launch, McDonald’s is introducing a themed menu with sandwiches served on flipped buns. The Stranger Burger Sandwich features a beef patty, while the Stranger Chicken Sandwich uses a breaded chicken breast fillet. Both include maple barbecue sauce, crispy onions, bacon, cheddar cheese and mayonnaise.

Drinks include the Hawkins McFloat, combining Coca-Cola with a vanilla dairy topping.

Desserts bring further nods to the show:
• Walkie Torta, a red-berry version of the brand’s classic pie with a cocoa crust
• Scoops Sundae, topped with strawberry sauce, puffed rice and a spiced caramel topping
• Code Red McColosso, available with chocolate or caramel sauce, puffed rice, spiced caramel topping and Biju Black wafer pieces

The Stranger Things line-up will be offered at all Brazilian McDonald’s locations through the Méqui app with Order and Pick Up, McDelivery, Drive-Thru, self-ordering kiosks and front-counter service. Méqui has also partnered with iFood to provide free delivery for Stranger Things McOferta orders.

www.mcdonalds.com

www.netflix.com

Follow Marketing Report on LinkedIn