Be it George Costanza's date stating: "I haven't had a Big Mac in a long time" on Seinfeld, or Troy Dyer in Reality Bites taking ‘pleasure in the details in life’ such as a Quarter Pounder with Cheese, McDonald’s has long been a mainstay in movies, TV shows, music and animes around the world.

To capitalise on its unique place in popular culture, for the fast food giant’s latest global campaign, McDonald’s is launching the ‘As Featured In’ menu. A dedicated menu which features items famously featured in popular media moments. The new collection of fan-favorite menu items launched on August 14th with meals available in over 100 countries across the globe.

The menu launches with a campaign film compilation that shows some of McDonald’s most iconic film and TV appearances, as well as an array of exclusive experiences for fans, custom merch and never-before-seen content.

McDonald’s customers will be able to order items seen on screen including 10-pieces of Chicken McNuggets, a Quarter Pounder with Cheese or a Big Mac Sandwich. As well as World Famous Fries and the newly-branded Sweet 'N Sour Sauce inspired by McDonald's next 'as featured in' moment with Marvel Studios.

Marvel Studios Loki Season 2, which will begin streaming October 6 on Disney+, is set to provide the latest ‘as featured in’ moment for McDonald's. Audiences are able to see a sneak peek of McDonald’s mention in the new series at the end of the campaign video. A scene which features Loki walking into a McDonald’s as the restaurant serves as the backdrop for a scene.

For Loki fans, McDonald’s has created an AR Loki-themed experience on Snapchat, where fans will be able to scan the newly branded Sweet N' Sour Sauce lid to unlock exclusive content developed by Marvel Studios. New content will be released weekly in the run-up to the show's release. For Brooklyn-based fans, McDonald’s has also transported one Brooklyn restaurant back to 1982 when the show is set to immerse fans in the setting of the show.

Beyond being seen in film and television, McDonald’s is also embracing the brand’s place in popular culture by partnering with London-based skate and streetwear brand Palace to create a line of streetwear-inspired merch. The Palace McDonald’s line will be available to purchase via codes in the As Features In Meal packaging. Palace will also be taking over the very-first McDonald's restaurant in the U.S, located in Downey, CA with a pop-up fashion experience where fans can buy the merch.

Taking part in popular culture

"It's not only our real-life fans who have a go-to order... for decades our favourite movie and TV characters have, too," explained Morgan Flatley, Global Chief Marketing Officer and Head of New Business Ventures at McDonald's. "The As Featured In Meal is our biggest Famous Order yet, celebrating the most memorable McDonald's references across the world of entertainment."

Instead of chasing culture or fighting to gain control over the brand's image on screen, the campaign cleverly borrows from existing appearances to demonstrate its long-time presence in popular culture. The campaign video created with the help of Wieden + Kennedy NYC, shows McDonald’s make cameos in shows and films such as The Office (US), Fallen Angels, Friends and Blankman and features clips from content made around the world.

The ‘As Seen In’ positioning cleverly borrows from existing popular content to create a ready-made campaign for the brand. By leaning into its iconic branding, existing legacy and global nature, McDonald’s is able to solidify its position in the minds of audiences. Successfully communicating the brand is ever-present in some of the most memorable, well-loved cultural moments across the world.