McDonald’s is courting hip-hop fans after signing Saweetie as its next Famous Orders celebrity partner. The platinum-selling artist and well-known foodie has added her own twist to perennial favorites such as the Big Mac and Chicken McNuggets with a rebranded ’Saweetie ’N’ Sour’ sauce.
Having talked up the results it has seen from its Famous Orders marketing strategy, McDonald’s has launched the latest collaboration with hip-hop star Saweetie as it looks to continue the momentum.
The Famous Orders platform, first launched in the US last year, asks celebrities – which so far has included Travis Scott and J Balvin – to share their favorite items from the McDonald’s menu.
”It leverages our customers’ favorite core menu items, speaks to a new generation in authentic ways, and increases digital engagement without adding any restaurant complexity, all while positioning us for the longer-term,” said chief executive Chris Kem Kempczinski of the campaign’s simple, yet effective, premise.
”Famous Orders broke records in the US this quarter,” he said of the most recent collab with South Korean boyband BTS during a second-quarter update.
“We saw significant lifts in McNuggets sales and record-breaking levels of social engagement. McDonald’s customers and BTS fans all over the globe downloaded our app, ordered chicken McNuggets with delicious sweet chili and cajun dipping sauces, and posted about it on social media, leading McDonald’s to trend number two on Twitter globally, and number one in the US.“
It is hoping to achieve the same results with The Saweetie Meal, which comprises a Big Mac, Chicken McNuggets, fries and a Sprite ready to be dipped in ’Saweetie ’N’ Sour’ sauce at participating restaurants.
The rebranded sachets will enable fans to enjoy their meal in honor of the artist, even if the flavors remain the same, by availing themselves of some sweet new packaging sporting her own inimitable style.
Supporting the branded meal will be a variety of surprises for those who indulge, including a "Saweetstake" which will give one winner the chance to win two limited-edition Brandon Blackwood designed handbags as well as a five-day trip to Las Vegas to witness their idol perform in person. Fans can enter via the McDonald’s app prior to Sept. 5.
Saweetie said: “McDonald’s and I run deep – from growing up back in Hayward, California, all through my college days – so I had to bring my icy gang in on my all-time favorites. Depending on the mood I’m in, there are so many ways to enjoy my order. I like to keep things fresh – I know that’s right.”
Morgan Flatley, chief marketing and digital customer experience officer at McDonald’s USA, added: “We’re thrilled to team up with Saweetie, a true brand fan who puts her own spin on everything she touches across music, fashion, beauty and culture. And now she’s brought that spark and creativity to her signature McDonald’s order by celebrating her love for our food and passion for mixing things up.”
To promote the new partnership, McDonald’s has launched a new commercial complete with a remix of Saweetie’s latest single, Fast Motion, which will premiere at 2pm BST/9am EST.