LONDON, UK – McDonald’s Monopoly has returned to the UK in its biggest and boldest iteration yet, with the brand positioning the campaign as the “ultimate collab.” Led by creative marketing agency tms, the integrated campaign brings together iconic McDonaldland characters and Mr. Monopoly in a playful, prize-packed crossover designed to resonate with Gen Z audiences.
This year’s campaign introduces several firsts, including the Loaded Caramel McFlurry, the first ever Monopoly-themed menu item, and the addition of breakfast items such as the McCafé hot drinks and Breakfast Wrap to the promotional lineup. The partnership extends across multiple touchpoints, offering customers a 1 in 4 chance to win instantly, with more than £2 million in cash prizes up for grabs.
At the heart of the campaign is a new gamified experience housed within the McDonald’s app. The interactive 3D digital Monopoly board allows players to move around the board with a “Go” button, mirroring the real-life game. With 30 possible outcomes, fans can preview prizes and redeem winnings directly in-app, creating a seamless blend of gameplay and reward.
To build cultural relevance with Gen Z, tms leaned into the aesthetics of drop culture. Merchandise designed and sourced by the agency includes a limited-edition physical Monopoly board tailored to McDonald’s menu items featuring properties such as “Big Mac Manor” alongside collectible hoodies, key rings, pins, t-shirts, and a neon McDonald’s light.
The ATL campaign, developed by Leo UK, features a 30-second hero film inspired by music video culture. Set to 50 Cent’s I Get Money, the spot reimagines the McDonaldland characters as rap stars celebrating winning moments, surrounded by raining cash and prizes such as LG TVs, Jet2 Holidays, JBL speakers, and Moonpig flowers.
Out-of-home activations reinforce the campaign’s scale, with large-format panels declaring its return and spotlighting the “guaranteed 1 in 4 chance to win instantly.” Social teasers further amplified the hype, with McDonaldland characters spotted on iconic Monopoly streets – Birdie strolling down Regent Street with the Monopoly dog, and Grimace caught on Park Lane with a parking ticket.
The campaign rollout was a multi-agency collaboration:
- tms spearheaded the integrated campaign as lead agency.
- Leo UK handled above-the-line advertising.
- OMD led media planning and buying.
- Linney managed in-restaurant and BTL activity.
- TMW oversaw the eCRM programme, delivering personalised communications via email and push notifications.
- Red Consultancy led PR and influencer marketing, driving nationwide buzz and creating launch-day spectacles, including a giant McDonald’s x Monopoly hotel at King’s Cross Station.
Regional activations in Manchester, Birmingham, and Cardiff are set to extend the campaign’s reach. Red Consultancy also distributed custom Monopoly “cash,” which the public could exchange for McCafé coffees and fries, further blurring the lines between game and real-world rewards.
Lucy Johnson, Marketing Manager, McDonald’s UK & IE, said “Building on the momentum of previous years, the new McDonald’s Monopoly promotion invites fans to ‘GO’ for something extraordinary. With a fully interactive digital gameboard now available in the McDonald’s app, we’re opening the door to a new generation of players – while staying true to Monopoly’s roots that have made the promotion a fan favourite for decades.”
John Viccars, Head of Strategy at tms, said “This year, the shift to celebrating McDonald’s Monopoly as the ‘ultimate collab,’ has led to our most exciting campaign experience of all. Packed with fresh icon-to-icon creative, hype driving mash-up prizes, first ever Monopoly menu item, playful digital experiences, and fun real-life activations, we’ve truly maximised the generosity and joy for McDonald’s customers.”
The Monopoly game at McDonald’s UK runs from September 10 to October 21, 2025, promising one of the most immersive and rewarding editions to date.
