McDonald’s Canada Stages a Tasty Heist in 360° Campaign from Cossette

McDonald’s Canada is pulling off a deliciously bold stunt, and the getaway car is packed with flavors from all over the world.

Made in partnership with creative agency Cossette, the campaign brings six fan-favorite McDonald’s items from around the world to Canada.

"The International Menu Heist" includes:

• Big Rösti (Germany): A beefy burger topped with bacon, cheese, cheese sauce, and a crispy hash brown, served on a bun with rolled oats.
• Teriyaki Chicken Sandwich (Japan): Breaded chicken patty coated in sweet teriyaki sauce, with lettuce and mayo-style sauce on a sesame bun.
• McPizza Bites (Italy): Mozzarella and tomato sauce wrapped in toasted pizza dough — mini bites with big flavor.
• Biscoff McFlurry (Belgium): Vanilla soft serve swirled with crunchy Biscoff cookie crumbs.
• Garlic Mayo-Style Sauce (UK): A creamy, garlicky dip perfect for McNuggets or McPizza Bites.
• Sweet Tangy Chili Dip (Australia): A sweet-and-spicy sauce that adds kick to any bite.

Instead of a standard menu reveal, the campaign frames these releases as part of a covert international operation.

“We know our guests are intrigued by iconic menu items from McDonald’s around the world — and we’ve been paying attention,” said Rebecca Smart, marketing director of brand strategy at McDonald’s Canada.

“With this campaign, we’re bringing some of those international favourites home in a way that’s bold, unexpected, and full of the playful flavour only McDonald’s could deliver.”

 

 

 

 

 

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Cossette’s approach turns what could have been a straightforward menu update into a modern-day caper. 

The storytelling leans into suspense, with early social media drops appearing as mysterious leaks and out-of-home executions teasing a global scheme.

For curious customers, it’s a chance to follow the clues and see what’s coming next.

How the Heist Unfolds

The narrative-driven campaign is marked by several spots that play out like classic crime thrillers.

Global McDonald’s items are smuggled across borders and into Canadian restaurants.

The hero spot opens with fast-paced scenes, where international McDonald's offerings are stolen straight from the restaurant one by one. 

Each item gets its own spotlight, from Germany’s Big Rösti with bacon and a hash brown patty to the U.K.’s punchy Garlic Mayo-Style Sauce.

The spot ends with a getaway car driving into the night, successfully bringing the coveted menu items into the Great White North. 

 

 

 

 

 

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The latest efforts span TV, digital, and experiential formats.

Additionally, TikTok stunts, Spotify audio dramas, and AR-powered games further build out the world of the heist, with fans encouraged to follow along and uncover new items as they appear.

“We saw an opportunity to do something bigger than just introduce a new menu, we wanted to give it a whole new narrative,” said Andrew Chisholm, executive creative director at Cossette.

“The International Menu Heist let us turn global fan intrigue into a bold, cinematic storyline rooted in discovery and play.”

And like any good heist, it’s not built to last forever. The campaign will run until July 28.

Our Take: A Global Heist Done Right

The latest from the brand and agency puts a creative spin on limited-edition food, sparking intrigue by turning a menu into a mystery.

The fast-food chain's decision to frame a launch like a cinematic thriller adds layers of entertainment that draw people like me in.

 

 

 

 

 

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I appreciate how the creative tone leans into heist film stereotypes, and how this theme is cascaded across all campaign materials. 

"The International Menu Heist" reminds us that even global brands can have fun when they commit to a playful tone that surprises audiences and invites participation.

Recently, McDonald's U.K. debuted its new "Big Arch" offering with agency Leo Burnett. 

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