McDonald’s and Xbox put gaming on the menu

The campaign centres on a Side Missions Menu featuring food inspired by six gaming franchises

McDonald’s and Leo UK are bringing food from popular video game franchises into the real world through Side Missions, a campaign developed with Xbox and gaming communities that turns fictional dishes into limited-time menu items.

The campaign centres on a Side Missions Menu featuring food inspired by six gaming franchises: Halo: Campaign Evolved, Fallout 76, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush. Items include Black Pepper & Garlic McNuggets inspired by Halo’s Moa Nuggets and Blamco Cheese Bites based on Fallout 76’s Blamco Mac & Cheese.

McDonald’s expands Side Missions into gaming culture

First launched in 2025, Side Missions is based on the idea that a trip to McDonald’s can become an unexpected detour from the day’s main plans. This iteration takes the concept into gaming by working with fans of Xbox franchises to bring elements of their favourite games into McDonald’s restaurants and menus.

The campaign began with teaser activity on August 11 across Xbox and game-owned social channels. McDonald’s Golden Arches were adapted to reflect the visual language of the participating games, while gaming creators including Poopernoddle, Blue and Queenie teased the collaboration through streams and social content.

Gaming creators help bring Side Missions to life

A creator preview and tasting event on August 19 gave gaming creators early access to the menu, packaging and game-inspired details. Immersive zones based on the participating franchises combined game references, Easter eggs and menu discovery to generate content for gaming communities.

Paid and earned creator activity will continue across social platforms, with creators including Jakey Davies and George Clarke producing reviews, reactions and fan-focused content. TikTok activity will encourage audiences to create their own Side Missions, while YouTube activity will use collaborative posts across Xbox and game IP channels.

McDonald’s characters leave games for hero film

The campaign’s 60-second hero film launched on August 22 across television, social and digital channels. It opens with characters from Halo: Campaign Evolved abandoning their mission for a trip to McDonald’s before bringing together characters from all six participating franchises.

Tim Kenward, Senior Vice President, Chief Marketing Officer, McDonald’s UK & Ireland: “Gaming is all about imagination and the worlds we love to get lost in. What excites me about this partnership is that we’re bringing parts of these iconic gaming worlds to life, giving fans the chance to experience food they have only ever seen on screen. As a huge Fallout fan, I’m most excited for the Blamco Cheesy Potato Bites.”

OOH and in-restaurant activity extends the campaign into physical spaces, with game-inspired packaging and menu visuals. Contextual placements, including activity through Citymapper, encourage consumers to take a Side Mission to McDonald’s.

App rewards connect food with in-game content

The partnership also extends into the MyMcDonald’s App, where customers can access daily offers and use Rewards points to unlock in-game content across participating titles. Rewards include bundles, emotes, boosters and skins, including McDonald’s-inspired Master Chief Armor for Halo: Campaign Evolved.

Andrew Long, Chief Creative Officer, Leo UK: “For years fans have been bringing McDonald’s iconic food into the world of their favourite games. So now felt like the perfect moment to turn the tables, by bringing the most iconic food from fans’ favourite games into the world of McDonald’s. From Halo™ Moa Chicken to Fallout™ Blamco Cheese, there’s never been a better excuse to take a side mission to McDonald’s.”

Leo UK created the campaign for McDonald’s. OMD handled media planning and buying, Red Consultancy managed PR and consumer outreach, TMW handled CRM, tms led digital activity and Linney managed POP communications.

www.mcdonalds.com

www.xbox.com

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