Which McDonald’s campaign reimagined the brand as “WcDonald’s” in 2024?

WcDonald’s was McDonald’s 2024 campaign that reimagined the brand through the visual language of anime and manga. The campaign turned the familiar arches into a fictional “W” and presented a stylized alternate version of the restaurant.

The idea was based on a recurring anime convention in which McDonald’s is depicted under a slightly altered name because real-world trademarks are not used. McDonald’s developed that fan-recognized joke into an official global promotion, including packaging, digital content, and limited-edition food presentation.

The campaign featured anime-inspired creative produced with Studio Pierrot and included short films connected with the WcDonald’s world. It also promoted a Savory Chili WcDonald’s Sauce in participating markets.

WcDonald’s is not a permanent corporate rename. It was a limited-time branding activation designed to connect McDonald’s with anime culture and online fandom. The campaign is therefore distinct from the company’s long-standing Golden Arches identity and earlier mascot advertising.