We Are Ultd, Reddit help McD’s “hamburger takeover”


McDonald’s dedicated
agency teams with
venerable website
to celebrate the birthday
of an internet legend
with a historic activation
and social campaign

On December 3, McDonald’s is putting a unique spin on a classic internet icon — the Hamburger Menu — in honor of its inventor, Norm Cox.

Hamburger menu
Hamburger menu

The Hamburger Menu is a small icon that frequently appears in the upper right-hand corner of internet browser windows. Consisting of three horizontal lines that resemble a very simplified drawing of a hamburger, the graphic expands into a drop-down menu when clicked.

When Norm Cox created the hamburger menu in the 1980s, he changed the Internet forever by simplifying the appearance and usability of websites.

As fellow burger lovers, McDonald’s is inviting fans to celebrate Norm’s Hamburger Menu on his birthday, December 3, through a creative activation that will make Internet history.



To help with pulling off a birthday celebration for an Internet Icon, McDonald’s is partnering with Reddit, the Internet’s front page.

For the hamburger themed party, McDonald’s is dressing up Reddit’s beloved mascot Snoo, posting unique content, and taking over Reddit.com’s “Hamburger Menu.”

Snoo will become the Snooburglar and wear McDonald’s iconic Hamburglar costume. Snooburglar is the perfect way for McDonald’s to incorporate Hamburglar’s burger-loving legacy and makes them the third brand that Reddit has ever allowed to ‘decorate’ Snoo.

Customized "Hamburger Menu" by We Are Unlimited
Customized “Hamburger Menu” by We Are Unlimited

On December 3, the adorable Snooburglar will show Redditors and burger fans alike how to get a hamburger through the Internet’s ‘Hamburger Menu’ for the first time ever.

Content about how McDonald’s is changing up the hamburger menu in honor of Norm’s birthday will appear on Reddit and McDonald’s social media channels, and Redditors can ask the one and only Norm Cox questions in an Ask Me Anything session hosted by McDonald’s at 2 p.m./CT on December 3.

Also, McDonald’s is celebrating Norm by making even more internet history and letting customers get a burger through a Hamburger Menu. For one day only, fans can redeem deals on the McDonald’s app by clicking on the Hamburger Menu featured on the mobile versions of Reddit.com and McDonalds.com.

Lastly, McDonald’s is updating the ‘Hamburger Menu’ icon to resemble a delicious McDonald’s burger.

Credits | McDonald’s Hamburger Menu Takeover
CLIENT: McDonald’s, US
   Chief Marketing Officer: Morgan Flatley
   Vice President of Marketing and Brand Content: Kenny Mitchell
   Marketing Manager, US Brand Engagement and Social Content: Joseph Piaskowy
   Marketing Supervisor, US Brand and Digital Content: Jaclyn Holtzman
   Digital Optimization Manager: Shaurice Terry
   Supervisor, U.S. Communications: Jessica Shulze
   Manager, Media Relations, Global Communications: Andrea Abate
   Manager, Brand Public Relations and Reputation: Emily Lyons

   Chief Creative Officer, DDB North America: Ari Weiss
   Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
   Chief Technology Officer, DDB North America: Alexander Rhea
   Executive Creative Director: A. Chris Moreira
   Executive Creative Director: Mark Schöller
   Associate Creative Director/Art: Jon Leachman
   Associate Creative Director/Art: Jon Pliego
   Associate Creative Director/Copy: Jeff Barry
   Copywriter: Sarah Dembkowski
   Art Director: Georgia Taylor
   Account Supervisor: Carly Richter
   Group Account Director: Chris Bergen
   Integrated Project Manager: Andy Sandrick
   Lead Developer: Ryan Carlos
   Digital Art Director: Jim White
   Digital Copywriter: Patrick Winegar
   VP, Platforms and Partners: Justin Hood
   Talent Manager: Shirley White
   Motion Graphics Designer: Shane Swinnea
   Senior Motion Graphics Designer: Chris Guy

   Director: Nikki Calabrese
   Director of Photography: Jake Wilganowski
   Audio Supervisor: Jack Cline
   Production Coordinator: CHRISTOPHER MARTIN
   AC: Blake McNay
   Editor: Mike Schwab
   Audio Engineer: Justin Mayer

Media Agency: OMD
   Associate Director of Social Media: Maura McNulty
   Group Account Director: Erin Kienast
   Media Supervisor: Kelly Martin
   Media Coordinator: Marianna Bonadonna

Public Relations Agency: Golin

Media Partner: Reddit
   Brand Strategist: Kyle Rogers
   Account Manager: Anthony Gaba

Send your campaign updates to Reel Chicago Editor Dan Patton, [email protected].