McDonald's teams up with tms and Sony on Spider-Man meal targeting Gen Z fans

McDonald’s has partnered with global marketing agency tms and Sony to launch a new Spider-Man-themed meal campaign designed to engage Gen Z consumers through collectibles, exclusive merchandise and immersive retail experiences.

The meal coincides with the Spider-Man: Brand New Day film and draws on the character's transition into adulthood. According to the campaign partners, the creative approach reflects Peter Parker's journey from his teenage years into balancing the responsibilities of being a full-time superhero, mirroring the experiences of a generation navigating work and everyday life.

Each meal includes one of four collectible toys, with tms leading the design and sourcing of the figurines in collaboration with Sony. The collectibles depict Spider-Man in everyday moments, including hanging from the iconic McDonald's Golden Arches, swinging from webs, or relaxing in a hammock.

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Beyond the collectibles, tms also developed the campaign's packaging across multiple touchpoints, including the bundle box, burger clamshell, cold cup and takeaway bag, designed to reflect the visual identity and action of the new film.

The campaign extends beyond restaurants through a loyalty rewards programme, allowing customers in participating markets to redeem points for Spider-Man-themed merchandise including bucket hats, socks, T-shirts, mugs and towels.

"We're excited to promote the premiere of the Spider-Man 4 movie with an integrated retail campaign that appeals to Gen Z and extends the experience outside of the restaurant in ways like the licensed book. By leveraging the global appeal of the Spider-Man franchise, we're captivating a whole new fandom to engage with McDonald's in a memorable way," a McDonald's marketing representative said.

To support the launch, tms produced a comprehensive retail activation toolkit featuring banners, drive-through readerboard graphics, window posters and other in-store marketing materials designed to guide customers towards the limited-time offering.

Juliette Aroun, senior account director at tms, said the collaboration was built around the growing appeal of collectibles and entertainment partnerships among younger audiences.

"We know that culturally relevant collectibles and major brand partnerships resonate with Gen Z which is why we're excited to see the meal launch over the summer. It's been great collaborating with Sony and McDonald's to bring this iconic and unique campaign to life," Aroun said.

The campaign launched across select markets in Europe and the Middle East beginning in July.

Running alongside the main meal is the Spider-Man Brand New Day Happy Meal, which targets younger audiences with a collection of 12 toys and an accompanying in-app digital experience available across more than 80 markets.

For tms, the latest collaboration further expands its long-standing work with McDonald's. The Chicago-headquartered agency combines marketing, technology and sourcing services for global brands including Starbucks, adidas, Samsung, T-Mobile and O2, alongside its ongoing partnership with the quick-service restaurant chain.

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