McDonald’s Monopoly promo calls on customers to 'power peel' on-pack and in-app

The promotion comprises various elements, including “Mayfair Monday”, a digital peel experience that will enable one person to win £20,000 cash every Monday of the campaign (excluding 14 October). Meanwhile, inside the app, people can discover the “Mr Monopoly Bonus Reward” – after entering 30 property codes (from various restaurants), they are given 1500 MyMcDonald’s points that can be redeemed via the brand’s rewards programme. The promotion also includes prizes from new partners such as Jet2Holidays and Currys.

"Power Peel" is being supported with an integrated campaign by Leo Burnett UK that depicts the “feeling of power” of the new peel mechanic. Its centrepiece is a film (top), directed by Josh Cohen through Object & Animal and created by Hayley Power-Wright, Laila Milborrrow and Dave Parker. It shows customers across the UK harnessing pink energy in their fingers as they peel McDonald’s packaging to win prizes such as a Mini or cash. The film will be backed with out of home and social activity. Media is handled by OMD UK.  

Joe Light, McDonald’s brand manager, said: “We’ve loved developing the ‘Power Peel’ Monopoly game at McDonald’s at a time where customers are looking for that extra bit of value and joy in their every day. From the refreshed prize pool and the new gameplay to the amazing neon world we have created, we’re more than excited to see this one launch in restaurants and give people the power to make moves and win with their McDonald’s Monopoly food.”

John Viccars, international marketing strategy lead at TMS, added: "The nation's mindset has shifted and we are all finding new ways to work smart and unlock more value and joy in our daily lives. Customers loved McDonald's Monopoly 'Double Peel' in the last couple of years, so we are supercharging the experience further to give customers more joy and more chances to win. Seamlessly integrating the physical and digital experience into one exciting gameplay journey that is entertaining and empowering.”