“Man try say he’s better than me, Tell my man shut up. Mention my name in your tweets. Oi rude boy, shut up. Better than me? Shut up. Shut up. Best in the scene? Tell my man mehn. Yo, yo.”
Yep, this week we are delving deep into the world of Michael Ebenazer Kwadjo Omari Owuo Jr Esq, that’s Stormzy (aka Big Mike) to you lot, who has teamed up with McDonald’s to launch a new promotion that invites fans across the UK and Ireland to “Order like Stormzy”.
Featuring the reveal and launch of the Shut Up singer’s signature combination – nine McNuggets, Fries, Sprite, Oreo McFlurry, and BBQ sauce – the campaign aims to celebrate the universal truth that everyone has their go-to McDonald’s order; even big stars.
At the heart of the campaign is a long-form film, which opens with Stormzy strolling into a McDonald’s where he casually orders his meal. As the scene unfolds, customers across the UK – from families in the drive-thru to hairdressers, knitters, and students –are inspired to order The Stormzy Meal.
But there’s a twist: as they order, Stormzy’s deep and unmistakable South London accent echoes from their mouths as they, quite literally, “Order like Stormzy”. The film also features a cameo appearance from Alison Steadman, who reveals The Stormzy Meal as her “favourite meal too” as well as a roster of emerging British content creators, championed by Stormzy.
PrettyBird produced the long-form film, Leo Burnett led creative, digital, and social, Red Consultancy managed all talent, PR, event, and influencer, and OMD UK managed all media buying and planning. Meanwhile, TMS led on the promotion, digital experience, and prize pool. Linney supported all POP communications and TMW has been responsible for CRM.
Alongside this, high-impact OOH will roll out nationwide, celebrating Stormzy’s order. The creative will feature images of Stormzy eating his meal at a McDonald’s restaurant, shot in full-bleed, black-and-white.
In addition, DOOH will showcase a new visual identity for The Stormzy Meal. The visual identity expands to a range of limited-edition merchandise – including branded tumblers, pin badges, and posters – dropping in bursts throughout the campaign and available through the app for MyMcDonald’s Rewards customers.
And, in homage to Stormzy’s hometown, his local Croydon restaurant has been temporarily rebranded Big Mike’s, and locals in the CR0 postcode will be able to get their hands on The Stormzy Meal 48 hours before the rest of the country to celebrate their homegrown hero.
The collaboration will culminate later this month with a meet and greet event in Croydon for fans and McDonald’s crew to meet Stormzy, organised and led by Red Consultancy.
McDonald’s UK & IE marketing director Matthew Reischauer said: “The Stormzy Meal isn’t just about the food, but it’s about taking something we can all relate to – having a favourite McDonald’s order – and turning it into a cultural moment. From the film and the merch to the events in Stormzy’s beloved Croydon, we’re giving fans a chance to share in an experience only McDonald’s can deliver.”
Leo Burnett UK executive creative directors James Millers and Andrew Long added: “Everyone has their go-to order at Maccies. Everyone. And who better to bring that thought to life than one of the most iconic faces, and voices, in British culture – Stormzy. This campaign celebrates a massive collaboration between two icons as we invite the nation to get in on his nine Nuggs and Fries and ‘Order like Stormzy’.”
Stormzy concluded: “I am so gassed for my McDonald’s order to be the first ever ‘Famous Order’ in the UK and Ireland. Never thought I’d have my own order on the official menu. That’s mad.”
So, what is the consensus around the Decision Marketing office?
Well, first up we have to concede we actually like this campaign, even though it appears that Stormzy has the same taste in food as your average 8 year old. McNuggets? Really? Does he get a Happy Meal and toy, too?
Still, our real concern is what sort of message is this sending out to “da kids” at a time when concerns over obesity are literally bursting at the seams. OK, at just under 1,150 calories, “Ordering like Stormzy” is not exactly heavy on the belly and given his amazing physique we doubt it is the only thing our man from Croydon scoffs on. But, like it or not, it’s deep fried crap, so just Shut Up.
Decision Marketing Adometer: A ‘fat lot of good it’ll do you’ 8 out of 10
