Secret Menu

Client: McDonald's

Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid.

The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk about. We hid in plain sight. Half-revealed. Glitched. Shredded. Redacted. And disguised. If you blinked, you missed it. But if you saw it, you shared it. The secret spread like wildfire. After all, the worst kept secrets are the ones you want to share!