McDonald’s Biggest Marketing Campaign in History Powers Sales Comeback in 2025

McDonald’s has flipped the script after two consecutive quarters of declining sales — and the turnaround is being credited to the largest marketing push in the company’s history, starring A Minecraft Movie meal deal and fresh menu additions.

For the quarter ending June 30, 2025, sales at U.S. McDonald’s locations open at least a year rose 2.5%, while global comparable-store sales climbed 3.8%. Total revenue jumped 5% to $6.8 billion.

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The Minecraft Movie Meal That Took Over the World

In late March, McDonald’s launched its most ambitious promotion ever — the Minecraft Movie Meal, which combined collectible toys, themed packaging, and a blockbuster tie-in. For collectors and fans of exclusive merch, the company also rolled out the Mini Happy Meal Toys, a limited-edition lineup that quickly sold out in many locations.

• Kids’ Happy Meal featuring exclusive Minecraft Movie toys
• Adult Combo Meal tied to the film’s release
• Promotion available in over 100 countries

The timing was perfect — The Minecraft Movie, released by Warner Bros. Pictures, went on to gross nearly $1 billion worldwide, making the collaboration a global pop culture moment.

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Menu Moves That Boosted Sales

Alongside the movie-themed meals, McDonald’s rolled out:

• Crispy Chicken Strips – a new, high-quality menu item designed to appeal to both value-seekers and foodies.
• Extended $2.99 Snack Wrap Offer – available through the end of 2025 to lure back budget-conscious customers.

McDonald’s CEO Chris Kempczinski said the company’s biggest challenge is regaining low-income customers, whose visits are down double digits year-over-year.

“Re-engaging the low-income consumer is critical,” Kempczinski stated. “We need to fix value perceptions, especially with combo meals often priced above $10.”

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Pricing & Value Perception: A Balancing Act

• Core menu pricing adjustments are being discussed with U.S. franchisees.
• Value-focused promotions and limited-time offers will continue into the holiday season.
• Middle-income visits have improved, but low-income traffic remains a concern.

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What’s Next for McDonald’s in 2025?

The company plans to keep momentum going with nostalgia-driven promotions:

• “McDonaldland” Meal – launching next week, featuring retro-themed packaging and a mystery-flavored shake.
• CosMc’s Beverage Revamp – a new drink menu debuting at 500 McDonald’s locations in September, replacing the recently shuttered CosMc’s spinoff stores.

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Stock Market Response

Following the earnings report, McDonald’s (MCD) stock opened nearly 3% higher, reflecting investor optimism about the brand’s comeback.

What Customers Are Saying

Fans flooded Instagram, TikTok, and X (formerly Twitter) with unboxing videos and side-by-side shots of the limited-edition Minecraft Movie toys. Collectors compared designs, hunted for rare variations, and even traded duplicates — much like the buzz that surrounded the McDonald’s Lil McDonald’s Mini Happy Meal Toys 2025 earlier this year. Some fans also drew parallels to the excitement around the McDonald’s Happy Meal F1 Cars (2025 Promo), showing how McDonald’s continues to master the art of collectible-driven marketing.

“The Minecraft Movie toys are so fun — my kids are obsessed!” – Sarah L., Chicago

“The crispy chicken strips are my new go-to. Way better than I expected.” – Daniel K., Austin

“$2.99 Snack Wrap? Finally, a deal worth coming back for.” – Priya R., New York

“The nostalgia of McDonaldland is bringing me back. Can’t wait to try that shake.” – Marcus J., Los Angeles