Charlie Sloth X McDonalds Official Celebrity Case Study
Case Study

The Brief

McDonalds launched an exciting campaign for Pancake Day, teaming up with a well-known celebrity to bring a fresh spin to Shrove Tuesday advertisements. In their campaign, McDonalds advertised that their pancakes would be available throughout the day on Shrove Tuesday, despite normally being a breakfast item. The campaign would feature fun, engaging content of the celebrity promoting the pancakes, making McDonalds' Pancake Day celebrations even more memorable.

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Charlie Sloth Official Celebrity Brand Ambassador

The Delivery

In an energetic campaign for McDonalds, DJ Charlie Sloth announced the exciting news that McDonalds pancakes and syrup would be available all day on Shrove Tuesday. Known for his unique flair, Charlie encouraged fans to experiment by mixing pancakes with all-day menu items like Big Macs, Chicken Selects and McFlurries. Charlie emphasised that "customising, remixing and mashing up your McDonalds order is an absolutely essential culinary skill". 

Joined by grime scene newcomers, 2Wavey and Niisey, Charlie unveiled imaginative pancake pairings - such as the Big Mac Pancake, the McFlurry Pancake Dip and the Pancake Select Bap and Wrap! Charlie Sloth's campaign infused Pancake Day with a fun, remix twist, showcasing McDonalds pancakes as a versatile addition to any meal. 

The Outcome

The McDonalds Shrove Tuesday campaign with Charlie Sloth achieved impressive results, garnering 1.5 million social media impressions across various platforms. Engaging videos showcasing creative pancake pairings were widely shared, sparking excitement and encouraging fans to try out unique combinations. The campaign’s main YouTube video, featuring Charlie Sloth alongside 2Wavey and Niisey was watched over 16K times, contributing to a strong brand engagement. McDonalds successfully captivated its target audience and inspired them to explore new ways of enjoying the McDonalds menu. 

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