Where Music Meets Media: McDonald’s Remix Menu x Lil Yachty

When McDonald’s Canada brought in Lil Yachty, we weren’t promoting burgers. We were launching a cultural event. The Remix Menu reimagined fan hacks as official offerings and dropped them with a voice Gen Z couldn’t ignore.

S – Situation

McDonald’s Canada teamed up with Lil Yachty to launch the Remix Menu, transforming viral fan hacks into official limited-time items. This wasn’t just a menu launch. It was a cultural drop. The goal was to drive mass awareness, connect with Gen Z, and push app engagement and sales across Canada.

T – Task

Lead the programmatic strategy and execution to translate cultural hype into real-world performance. That meant building buzz with the right audience, on the right platforms, and converting attention into measurable outcomes.

A – Action

We built a media strategy around music, creators, and GenZ culture. Every touchpoint was designed to feel like a moment, not a media buy.

YouTube masthead + behavior-based sequencing
CTV takeovers + mobile-first snackable formats
Spotify + Amazon Music drops timed with Yachty’s releases
Contextual buys on Vice and Complex
App-based retargeting that followed the hype
We tracked who tapped, watched, downloaded, and ordered. Then we dialed it in. Custom audiences built from real app behavior crushed every benchmark.

R – Result

The Remix Menu delivered both cultural relevance and performance:

26% lift in unaided awareness
8% spike in app downloads
3.2x ROAS
32% higher Gen Z engagement vs prior video campaigns
Custom remix segments outperformed third-party data by 22% on conversions
Awards:
Clio Music Bronze – Branded Entertainment & Content
CPRS ACE Silver – Marketing Campaign of the Year