McDonald's has joined forces with streetwear label Cactus Plant Flea Market to launch a new Happy Meal that is aimed at adults. The new meals come packaged in eye-catching boxes that were designed by the cult fashion brand. Because of this, they leverage Cactus Plant's use of asymmetrical typography and puff-print graphics.
As of right now, the new adult-oriented Happy Meals will consist of just two offerings: a 10-piece Chicken McNugget meal or a Big Mac meal. Each meal will come with one of Cactus Plant Flea Market's signature action figures. These include Hamburgler, Grimace, Birdie, and Cactus Buddy.
“We’re taking one of the most nostalgic McDonald’s experiences and literally repackaging it in a new way that’s hyper-relevant for our adult fans,” said Tariq Hassan, McDonald’s USA chief marketing and customer experience officer.
Image Credit: Cactus Plant Flea Market
Why This Trend Is Growing
- Hyper-targeted Marketing
- Partnering with niche culture or fashion trends, like Cactus Plant, creates unique and personalized offerings for adults.
- Nostalgia Marketing
- Repackaging nostalgic experiences with a modern twist creates brand loyalty and encourages repeat purchases.
- Collectible Merchandise
- Including limited edition merchandise with fast food meals creates buzz and encourages customers to purchase multiple times to collect full set.
Industries Being Reshaped
- Fast Food
- Fast food restaurants can differentiate their offerings and create unique experiences to appeal to highly targeted segments like adults and nostalgia seekers.
- Fashion
- Niche fashion trends can extend their brand reach and create excitement for their loyal customers through collaborations with fast food chains.
- Toy Manufacturing
- Toy manufacturers can leverage fast food partnerships to create buzz and collectible merchandise, while extending their audience reach to include fast food customers.
