The Snack Wrap® is back at McDonald’s with retail campaign from tms

The wait is over – back by popular demand, the Snack Wrap returned to McDonald’s restaurants in the US on July 10. To drive anticipation for the launch, tms created a bold retail experience and sleek packaging for the beloved menu item. 

From countless social media posts to online petitions, fans were determined to bring back the Snack Wrap – and McDonald’s listened. 

The Snack Wrap® has been off menus for nearly a decade – this time around, customers have two flavors to choose from: ranch or spicy. The permanent menu item will be available at all restaurants across the US, officially added to its menu on July 15. 

To mark the return of the Snack Wrap, tms worked with our supplier partner, Way To Be, to source a curated collection of t-shirts and hoodies which will be available on July 10 on Golden Arches Unlimited. tms photographed all of the apparel for Golden Arches Unlimited and also gave fans a look behind the scenes on snackwrapfiles.com to show customers how the merchandise came to life.  

tms took a bold and celebratory approach to the retail experience highlighting the fan favorite, with the Snack Wrap prominently displayed as the hero of each campaign asset. From window posters to digital menu boards and ordering kiosk takeovers, customers will not be able to miss the news that their favorite product has returned. With the intention of driving trade up to the Snack Wrap® Meal at retail, we designed assets at point of order depicting the meal which consists of two wraps paired with fries and lemonade. 

The packaging itself was created by tms’ embedded packaging agency, Boxer Brand Design – positioning the Snack Wrap®logo prominently on a white background in turquoise or red, depending on the type of wrap.  

Learn about previous launches we have supported for McDonald’s by utilizing our expertise in retail experiences and packaging, including for the recent roll out of the McCrispy™ Strips nationwide in the US.