McDonald

McDonald UK has pulled off what might be the tastiest heist of the century — quite literally. Its latest campaign, ‘World Menu Heist’, has captured global attention not only for its clever storytelling but also for its uncanny parallels with the recent Louvre heist in Paris.

While the real-world theft involved priceless jewels, McDonald’s version swaps gems for eight international fan-favourite menu items, all “stolen” and brought to UK stores for the first time. The timing of both heists — one real, one fictional — has left the internet buzzing with speculation, memes, and fascination.

A Heist Worth the Hype

Created by Leo UK for McDonald UK, the integrated campaign introduces eight of McDonald’s most-loved global items through a cinematic heist narrative. The ad’s dramatic sequences follow a crew of international thieves snatching McDonald’s menu treasures from across the world — from Sour Cream & Black Pepper McShaker Fries to the Maple BBQ and Bacon Double Quarter Pounder.

In one scene, the thieves drop a case of fries while escaping — eerily similar to how the real Louvre robbers dropped a priceless Crown of Empress Eugénie while fleeing on motorbikes. The coincidence, while purely accidental, has added an unexpected layer of realism to the campaign’s storyline.

The film even includes playful touches like Mac & Cheese Triangles stolen from the Middle East, a McFlurry machine being dragged by a jet ski, and a cheeky nod to Australia’s Pineapple McSpicy, humorously dismissed by the robbers.

The Campaign Timeline Clears the Air

Despite its eerie timing, McDonald’s ‘World Menu Heist’ campaign predates the Louvre robbery. The brand began teasing its project on October 1, 2025, by secretly adding select fans to an Instagram Close Friends list. The first CCTV-style teaser clips dropped on October 17, followed by a tasting event on October 18 — all before the Louvre incident on October 19.

When McDonald’s officially unveiled the campaign on October 22, it simply amplified a theme that, by pure coincidence, mirrored a real-world crime. The striking overlap, however, has only amplified buzz and visibility across social media.

The Team Behind the “Tastiest Heist”

The campaign is a multi-agency collaboration:

Leo UK led creative direction
OMD handled media planning and buying
Red Consultancy managed PR, events, and influencer outreach
TMW oversaw CRM
Linney executed all point-of-purchase communications

Andrew Long, Executive Creative Director at Leo UK, said,

“A successful heist requires meticulous planning and perfect execution… and this one has both. Fans have wanted to ‘steal’ the global menu for years, and we finally gave them the tools to pull it off.”

Ben Fox, Chief Marketing Officer at McDonald’s UK and Ireland, added,

“Every great heist has a motive, and ours was simple — give people what they’ve been asking for. This campaign lets fans taste favourites from around the world without boarding a plane.”

Ocean’s Eleven Meets McDonald

With ‘World Menu Heist’, McDonald’s turns a global marketing moment into a cinematic experience. The campaign blends pop culture, food fantasy, and playful storytelling, inviting fans to be part of the action.

Coincidence or not, McDonald’s has once again proven its mastery in transforming simple cravings into global conversations — one delicious heist at a time.