In McDonald’s branding history, which 1980 character promoted the chain’s breakfast menu?

Birdie the Early Bird promoted McDonald’s breakfast menu beginning in 1980.

Birdie was created as a McDonaldland character specifically associated with breakfast, including the company’s growing morning menu. Her name used the familiar phrase “early bird” to signal that she belonged to the early-morning part of the day.

The character joined an established group that included Ronald McDonald, Mayor McCheese, Captain Crook, and the Hamburglar. Birdie should not be confused with Captain Crook, whose pirate persona related to fish products, or with later advertising figures created for individual promotions. Her introduction reflected the increasing importance of breakfast to McDonald’s branding.