tms transforms McDonald’s into the anime world of WcDonald’s for latest campaign

WcDonald's retail promotion poster with a drawing of McNuggets and the WcDonald's sauce with the text

McDonald’s is transforming into the anime world of WcDonald’s and flipping customers’ worlds upside down with the introduction of the new WcDonald’s sauce! Running from February 26 to March 24, The WcDonald’s promotion is a global campaign, with an extra digital element available to US customers. The campaign commissioned expert artists from Japan, like Acky Bright, Studio Pierrot, and G Angle to illustrate the featured anime and manga content. Through a blend of weekly anime episodes, manga and immersive experiences, fans will be transported into the epic world of WcDonalds!

This is a groundbreaking campaign for McDonald’s. Partnerships from around the world brought to life an imaginative, energetic new world to be explored and experienced. 

Melinda West
Senior Producer at tms

tms played a pivotal role with lead agency Wieden+Kennedy to make WcDonald’s a reality. As the hero product of the campaign, WcDonald’s sauce is a savory chili sauce sure to have everyone’s tastebuds sizzling with delight! tms’ embedded packaging design agency, Boxer Brand Design, customized the WcDonald’s sauce containers for the occasion, making the packaging pop by adding a metallic, holographic gold background to the sauce lid and using a bright red cup.  

Customers are welcome to add the sauce to any order, but we can contest that the WcDonald’s sauce pairs beautifully with Chicken McNuggets, which have been transformed into Chicken WcNuggets with manga-inspired custom packaging developed in collaboration with artist Acky Bright. In a first for the brand, Boxer helped transform McDonald’s carry-out bags, featuring a manga comic drawn by Bright, but we didn’t stop there. Cups and fry cartons have also been adorned with the soon-to-be iconic WcDonald’s logo. Bright’s manga artwork can also be found on the back of your receipt! 

In order to build a truly immersive customer experience at retail, tms commissioned our own specialized Japanese illustrator, G Angle, to produce illustrated food items like Chicken McNuggets, fries, drinks, and the WcDonald’s sauce that are executed authentic to the Japanese anime style and brings through a whole new approach to showcasing McD food products at the channel. This unique and never done before approach to food illustrations allowed us to create a clear and cohesive visual identity across all retail and digital touchpoints including menu boards, self-ordering kiosks, retail posters, and drive-thru elements. 

tms is also bringing the world of WcDonald’s to life digitally with WcDonalds.coma content-based website dedicated to the program, built by tms. gives US customers access to exclusive weekly content like anime episodic shorts and manga chapters, created specifically for the WcDonald’s program by Acky Bright and Studio Pierrot. To maintain as a program traffic driver, grants access to the program’s manga chapters and anime episodic shorts to only customers who scan the code on the program’s carryout bags after making a purchase. From there, customers will have full access to watch the anime episodic shorts, read the manga chapters, and learn more about all 22 individual characters featured in the program, including their names, biographies, images and birthdays. 

This promotion only lasts one month, so make sure to go to your local McDonald’s to try the new WcDonald’s sauce. US customers, don’t forget to unlock the digital world of anime and manga content at participating McDonald’s while supplies last!