McDonald’s flips ‘M’ for manga fans in new global campaign

The campaign will see the fast food giant release a new sauce and limited-edition packaging.

McDonald’s is launching a global campaign to cater to manga and anime fans by bringing to life WcDonald’s.

A spoof of the brand, WcDonald’s has been known to appear in several works by manga artists as well as animes.

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The campaign will see McDonald’s release the new limited edition Savory Chili WcDonald’s Sauce. The sauce is made with ginger, garlic and soy with a slight heat from chili flakes packs. The sauce will pair with an order of ‘WcNuggets’ (McDonald’s Chicken McNuggets).

McDonald’s also tapped Japanese manga artist/illustrator Acky Bright to create custom designs for WcDonald’s packaging. 

The fast food giant also partnered with animation house Studio Pierrot, known for its hit animes like Naruto, Bleach, and Tokyo Ghoul. Four episodic shorts will be released starting 26 February until 18 March, in tandem with a manga release accessible on WcDonalds.com or by scanning the limited-edition WcDonald’s bags. McDonald’s said the shorts will honour four of anime's biggest subgenres - Action, Romance, Mecha and Fantasy.

McDonald’s will also open a multi-sensory dining experience in Los Angeles called the WcDonald’s Immersive Dining Experience to bring WcDonald’s to life. Guests will be transported into the WcDonald's universe through 360 projection mapping and immersive tabletop projections inspired by the four WcDonald's anime episodic shorts – all whilst enjoying a set menu of WcDonald's items. 

Aside from the US, the campaign will open in more than 30 global markets. McDonald’s has yet to announce the participating markets.