# Hipster Fast Food Mascots McDonald's Rebrands The Hamburgler as a Suburban Hipster Dad By Jana Pijak | Published 2015-05-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-hamburgler References: [cbc](http://www.cbc.ca/news/trending/mcdonald-s-reintroduces-the-hamburglar-as-a-strangely-attractive-suburban-dad-1.3064103) & [mcdonalds](http://www.mcdonalds.com/us/en/home.html) [McDonald's](https://www.trendhunter.com/trends/hello-kitty-and-mcdonalds) latest branding effort is a blast from the past and involves the resaurant chain's retro mascot, The Hamburgler. While the original mascot may be known for his outrageous and outlaw-inspired look, his re-incarnation is a little more relatable and resembles a hipster dad than rather than a burger-stealing criminal. Appealing to young parents, the fast food chain has released countless images of their new mascot via [Twitter](https://www.trendhunter.com/trends/pokemon-happy-meal) and have even aired a commercial that features their new brand representative. Though boasting a re-branded version of the beloved mascot, this new McDonald's ad concludes with The Hamburgler's iconic "Robble, Robble" quote. Appealing to lovers of nostalgia, fast food brands are re-creating forgotten mascots in a contemporary way. McDonald's latest marketing strategy appeal to millennials who grew up in the days of the original Hamburgler but re-brands the mascot to fit their age demographic and interests--in this case a suburban dad who loves to barbecue for his family. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 80% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Reinventing Retro Fast Food Mascots:** Using nostalgia to appeal to younger generations and rebranding forgotten mascots to fit current interests. - **Targeting Millennial Parents:** Developing marketing strategies and branding efforts that appeal to young parents. - **Hipster Dads as Marketing Personas:** Creating advertising campaigns that reflect the interests and lifestyles of modern fathers. ### Sectors Adopting This - **Fast Food Industry:** Developing new marketing strategies and rebranding efforts to appeal to younger generations and modernize their image. - **Advertising Industry:** Focusing on creating advertising campaigns that reflect the interests and lifestyles of modern consumers. - **Parenting Industry:** Developing products and services that cater to the interests and lifestyles of modern parents, specifically young fathers who identify as hipsters. ## Related on Trend Hunter - [Reimagined Fast Food Mascots](https://www.trendhunter.com/trends/hello-kitty-and-mcdonalds.md) - [Retro QSR Meal Revivals](https://www.trendhunter.com/trends/mcdonaldland.md) - [Nostalgic Kidult Meals](https://www.trendhunter.com/trends/happy-meals-for-adults.md) - [Playful Adult-Oriented QSR Meals](https://www.trendhunter.com/trends/adult-happy-meals.md) - [Nostalgic Fast Food Campaigns](https://www.trendhunter.com/trends/cheeky-maccas.md) - [Nostalgic Adult QSR Meals](https://www.trendhunter.com/trends/mcdonaldland-meal.md) - [QSR Collaborative Streetwear](https://www.trendhunter.com/trends/mcdonaldland-clothing-line.md) - [Adorable Japanese QSR Mascots](https://www.trendhunter.com/trends/dabuchi.md) - [Street Burger Campaigns](https://www.trendhunter.com/trends/street-fighter-menu.md)