When you think of McDonald’s value meals, the first thing that probably comes to mind is affordability—quick, easy meals that don’t break the bank. But McDonald’s decided to take things up a notch this year, introducing a fresh twist to its McValue platform with none other than actor and WWE legend John Cena. And let’s just say, this campaign isn’t just about saving money; it’s about transforming how we see value altogether.
Here’s why McDonald’s latest effort is turning heads, how it’s paying off, and what other brands and entrepreneurs can learn from this masterclass in creative marketing.
Turning value into inspiration
The McValue platform isn’t new—it’s been a reliable draw for McDonald’s customers for years. But after a tough period dealing with price-sensitive consumers and declining sales, the Golden Arches knew it needed something bold to reinvigorate its offerings. Enter John Cena, an ultra-buff, Hollywood star with a knack for charming audiences.
In the campaign’s flagship ad, Cena steps into a role reminiscent of a modern Mr. Rogers. Dressed in a mustard yellow zip-up sweater and tie, he casually breaks down the McValue menu. But things quickly shift when Cena gets up and delivers an unexpectedly motivational spiel. He tells viewers that McValue isn’t just about deals—it’s about unlocking possibilities and inspiring them to “order more from life.” And, in classic Cena style, he wraps things up with his iconic “you can’t see me” hand gesture before disappearing into the horizon.
It’s quirky, it’s entertaining, and it leaves you smiling. But more importantly, it’s a clever way to take something as simple as a value menu and make it feel aspirational.
Leveraging Cena’s cultural relevance
Let’s be real, John Cena is more than an actor and a wrestler; he’s a part of pop culture. This campaign is particularly memorable because of the familiarity and delight that John Cena brings forth—from his meme-worthy “you can’t see me” gesture to his feel-good Hollywood moments.
By aligning with Cena, McDonald’s taps into his wide-ranging fanbase, which includes wrestling enthusiasts, movie lovers, and meme-savvy Gen Zers. For an audience that relishes relatability and fun, the campaign strikes a perfect balance with its deft mix of humor and nostalgia.
Value-driven promotions that deliver
Of course, it’s not all about the ads, but about what McDonald’s has in store for them. The redesigned promotions under the McValue platform addressed the customer’s need for affordability head-on, from the $5 Meal Deal to the “Buy One, Add One for $1” offer.
But McDonald’s takes it further by tying these deals to app-exclusive perks, like free fries on Fridays or free sandwiches for new app users. These extras create an incentive for customers to engage with the McDonald’s app, building loyalty while boosting sales.
Multi-channel magic
The real beauty of this campaign is how it connects with audiences across multiple platforms. Alongside the TV ads, McDonald’s extended the campaign to YouTube with an extended cut and shared additional content on its social media channels.
It doesn’t stop there, though. Particular partnerships with YouTube, Lyft, and Tinder have taken the McValue campaign from McDonald’s into customers’ daily lives. Throw in promotions like free fries for Lyft riders or discounts after YouTube viewers complete their videos and this is practically a full-scale marketing blitz.
What other brands can learn from McDonald’s
1. Lean into cultural icons
Choosing the right spokesperson can elevate your brand in unexpected ways. Cena’s broad appeal makes him a perfect fit for McDonald’s—a lesson for brands looking to connect with diverse audiences.
2. Make value feel bigger
Taking this one step further, McDonald’s took a simple low-cost menu and framed it as a positive, uplifting experience. To add emotional resonance to your input, try reframing it.
3. Engage across channels
Don’t stick to just one platform. McDonald’s campaign shines because it uses TV, social media, apps, and partnerships to reach people wherever they are.
4. Offer more than just a product
With app-based perks and brand collaborations, McDonald’s isn’t just selling meals—it’s creating experiences. Think about how you can add value to your products in ways that delight your customers.
Why the McValue campaign matters
McDonald’s McValue campaign with John Cena is more than just a clever marketing strategy—it’s a blueprint for how to adapt in challenging times. By combining humor, nostalgia, and real savings, McDonald’s has found a way to stay relevant while giving customers exactly what they want: value with a side of inspiration.
For brands and entrepreneurs, the message is clear: creative marketing isn’t about flashy gimmicks—it’s about understanding your audience, meeting them where they are, and delivering something they didn’t know they needed. And if you can make them smile while doing it? Even better.
FAQs
1. What are the most effective ways of marketing through celebrity partnerships for brands?
Partnering with people who resonate with their target audience helps to extend the reach and message of brands. This means selecting ambassadors whose level of attractiveness and ideals correspond to the image of the brand.
2. What place does digital engagement take in contemporary marketing?
Digital platforms give the brand a voice in real-time to speak to its audience, building relationships and increasing its profile. Active engagement and interesting material keep brands current.
3. How can businesses create value-driven offerings for customers?
Understanding your customers’ needs and tailoring deals or products to address them—like personalized discounts or affordable bundles—can build loyalty and satisfaction.