Getting customers bubbling with excitement

Image of a McDonald's paper Winning Sips bag and soda cup


With the backdrop of the cost-of-living crisis, tms and McDonald’s wanted to bring customers some much-needed cheer. Enter ‘Winning Sips’. We set out to create a campaign that would create feel-good moments for customers, engaging them through attention-grabbing promotions and exciting visuals to showcase McDonald’s generosity and invoke a sense of joy. 

Logo with the text


tms developed the strategy for ‘Winning Sips’ based on McDonald’s value framework that centres on showing generosity to customers. Working cross-functionally to bring together technology, marketing, and sourcing, we brought to life the creative conception, in-app experience, packaging, and merchandise. At the heart of the campaign, the ‘virtual sips’ mechanic combines the drama of a thirst-quenching first sipwith the chance to win millions of feel-good prizes. 

3 phones with Winning Sips screens displayed


The uplifting visual identity tapped into a feeling of joy that can be seen across packaging, in-store communications, and in the McDonald’s app. tms built a robust in-app experience which served as a portal to millions of prizes, from instant win food prizes to exclusive Coca-Cola branded merchandise, and up to £10,000 cash. All this was up for grabs following a medium or large soft drink purchase.

Image of McDonald's prizes like Coca-Cola glasses, a bucket hat, and towel

McDonald’s wanted to provide customers with some light hearted fun, and reward them with something extra when they visit us, and what better way of doing that than ‘Winning Sips’.  We look forward to launching four weeks of sipping, slurping and a chance to win.

John McClure
Brand Manager at McDonald’s


3.37+ Million
Prizes claimed
8.2+ Million
Codes played
63% Customers
Say it makes it more fun to go to McDonald’s