Shania Twain puts her twist on McDonald’s menu

Wieden+Kennedy Toronto and McDonald’s Canada are partnering with Canadian country music star Shania Twain for the All Dressed Up campaign.

Drawing on Twain’s connection to the brand as a former crew member and longtime fan, the campaign centres on the idea that no one is ever too dressed up for a visit to McDonald’s.

For a limited time, participating restaurants in Canada will offer Shania’s All Dressed Up sides – All Dressed McShaker Fries with the seasoning blend familiar to Canadians, and Strawberry Pie – served in custom Shania-themed packaging. Customers purchasing an Extra Value Meal can also receive a pink glitter cowboy boot keychain while supplies last.

The promotion includes a 30-second commercial and shorter edits showing Twain adding her signature style to McDonald’s restaurants, including regional versions in which she speaks French. The campaign will run across television, online video, social media, digital channels, the McDonald’s app, radio, digital out-of-home, and poster-style out-of-home placements in Toronto.

Mikayla Dumas and Nikki Vandervelde, copywriter and art director, Wieden+Kennedy: “Working with McDonald's is always so exciting, because it's never just about the ads, it's about the whole guest experience. From designing menu items and collectable keepsakes, all the way through to designing packaging and running photoshoots with Shania and Pearl (the mini horse), it never feels like the traditional marketing process. The trust our clients have in working with us to develop things from the ground up is remarkable.”

Shania Twain: “This collaboration feels like a homecoming for me. I fell in love with McDonald’s fries while working as a crew member in Toronto, so being able to dress them up with my personal touch was surreal. Whether you’re enjoying your All Dressed McShaker Fries, or gearing up for a big moment, life is just more exciting when you’re all dressed up.”

Francesca Cardarelli, chief marketing officer, McDonald’s Canada: “We’re turning up the flavour and the fun with this deliciously stylish collaboration. From our bold All Dressed McShaker Fries to that keepsake cowboy boot keychain, this campaign is a feel-good, all-dressed-up moment that celebrates Canadian favourites with a whole lot of flair. So, when you visit your local restaurant to pick up your Shania sides – tell them Shania sent you!”

www.mcdonalds.com

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