Description
In a campaign full of intrigue, flavour, and international flair, McDonald’s Canada and creative agency Cossette have launched The International Menu Heist — a one-of-a-kind culinary escapade that brings six beloved McDonald’s items from around the world to Canadian menus.
How, you ask? Through a deliciously orchestrated heist. Suddenly, international McDonald’s favourites begin surfacing across Canada, unexpected, iconic, and seemingly stolen.
To bring this flavour-first storyline to life, Cossette launched a cinematic 360° campaign that unfolds like a modern-day heist. Inspired by classic caper films, the campaign kicks off with cryptic social drops and “leaked” content to build intrigue, before pulling back the curtain on a full-blown mission that blends spectacle, suspense, and playful product storytelling.
From there, the narrative builds across dramatic TV and OLV spots, bold out-of-home executions, TikTok stunts, AR-powered games, and immersive Spotify audio dramas, each piece revealing a new layer of the mission. The result is an experience that’s equal parts espionage thriller and foodie fantasy, drawing audiences in and inviting them to decode what’s coming next.
This professional campaign titled 'The International Menu Heist' was published in Canada in June, 2025. It was created for the brand: McDonald’s Canada, by ad agency: Cossette. This 360° medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago by Daphné Cousineau of Cossette.
Credits
Client – McDonald’s Canada
Chief Marketing Officer: Francesca Cardarelli
Director of Brand Marketing: Rebecca Smart
Senior Marketing Manager: Aryana Heit
National Marketing Supervisor: Moira Heaney
Marketing Manager – French National Campaigns: Andréanne Gilbert
Claire-Randall Consulting: Brenda Surminski
Social Lead & Brand Manager: Catherine Gao
Social & Brand Specialist: Nezariel Scott
Agency – Cossette
Creative Direction: Driscoll Reid, Andrew Chisholm, Jason Hill, Darya Klymenko, Stefan D’Aversa
Creative Direction, Design: Jenna Anderson
Copywriting: Zeina Samaha
Design: Robyn Hansen, Alex Soltau, April Tran, Luisa Bojaca
Executive Production: Lindsay Hann, Alix Ablaza
Content Creation: Melo Griffith
Strategy: Subtej Nijjar, Dan Cameron, Nicole Stanhope
Digital Strategy: Owen Garscadden, Nico Vasarevic
Managing Direction: Bryden McDonald
Account Direction: Terence Li, Laryssa Li, Mike Harris
Account Supervision: Santana Symeonides, Magellan Jull, Jess Zujko, Tessa Giret (Cossette Montreal)
Media Agency – OMD
Media: Meredith Menkes, Logan Lindsay, Dustin Wilson, Mikayla Smith, Jenny Kim, Leah Luzano
Public Relations – Weber Shandwick
PR Team: Milena D’Agostino, Jesica Mikkila, Carter Gibbins
Production House – Circle Productions
Direction: Chris Balmond
Executive Production: Karen Tameanko, Laurence Payne
Production: Andrew Graham, Alan Kuipers
Director of Photography: Bryan Newman
Assistant Direction: Marc Guspie
Casting: Jigsaw Casting
Food Styling: Noah Witenoff, Carol Brown
Wardrobe Styling: Kate Day
Production Design: Jesson Moen
Location Management: Matt Cassils
Postproduction (Offline) – Nimiopere
Offline Editing: Steve Puhach, Bianca Bissada
Production: Jenna Edwards, Nicole Hann
Postproduction (VFX, Colour & Finishing) – No8 London
Production: Jordan Andreopoulos, April-Rae Hughes
Colour: Jonny Tully, Benita Kiliute, Jamie Morgan
VFX Supervision: Mark Robinson
2D Creative Direction: Jim Allen
3D Creative Direction: Kate Gabriel
VFX & Flame: Gavin Marler, Rob Peacock, Tobias Jones, Shuen Zhou, Tahmid Mahmood, Ben Barbrooke
MGFX: Jay Fiaes
CG Animation: Nicholas Smith
Sound & Music – Beacon Street Studios
Original Music: Andrew Feltenstein, Danny Dunlap, John Nau
Production: Leslie DiLullo, Julia Giambona
Sound Recording & Mixing – Berkeley Sound
La Majeure (Montreal)
Operations: Vincent Dufour
Sound Design & Engineering: Donovan Adams
