Which McDonald's character was created as a female bird mascot for the 1980 Birdie the Early Bird campaign?

Birdie the Early Bird was McDonald's female bird mascot created for a 1980 campaign promoting breakfast.

The character was designed to support McDonald's growing breakfast business and to give morning advertising its own recognizable personality. Birdie appeared as a yellow bird wearing aviator-style clothing, linking her name and imagery to the idea of being early.

Her introduction followed the expansion of breakfast items at McDonald's restaurants. Rather than representing a single sandwich, Birdie helped brand the broader morning occasion and encouraged families to associate the restaurant with breakfast as well as lunch and dinner.

Birdie joined the McDonaldland cast, but her role was more directly connected to a meal period than characters such as the Hamburglar or Mayor McCheese. Her campaign demonstrates how McDonald's used mascots to market not only the company generally, but also specific dayparts and product categories.