Bringing In-Game Food into the Real World

McDonald’s UK and Xbox are taking the Side Missions platform further into gaming, turning food from six major game franchises into a limited-time menu. Created by Leo UK, the campaign features Halo: Campaign Evolved, Fallout 76, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush, with dishes inspired directly by each game.

The menu includes Black Pepper & Garlic McNuggets inspired by Halo’s Moa Nuggets, Cheesy Potato Bites based on Fallout 76’s Blamco Mac & Cheese, a Forza-inspired Sour Cherry Fizz, an Overwatch Sugar Doughnut, World of Warcraft Dragonbreath Dip and a Candy Crush McFlurry. The campaign builds on Side Missions, first launched in 2025 around the idea of taking an unexpected detour to McDonald’s.

A 60-second film directed by Romain Chassaing through Academy begins in the world of Halo, where two Marines abandon their mission for a tactical McDonald’s trip before characters from the other games join them. The wider campaign extends through Xbox and game-owned social channels, gaming creators, a preview event, paid social, cosplayers, creator reviews and TikTok. The MyMcDonald’s App also connects the physical menu to the games, allowing Rewards points to be exchanged for game-specific items.

The campaign gives gaming fans multiple ways to engage, combining food, film, packaging, social content, in-game rewards and recognisable characters and lore. Early audience reactions show fans closely examining details and discussing everything from characters and game references to CGI and the Cole Protocol. By building the collaboration across products, media, community and the games themselves, Side Missions gives each fanbase plenty of details to discover, discuss and share beyond the initial campaign launch.