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Creative in association withLittle Black Book
McDonald’s and XBOX Use Side Missions to Bring In-Game Food into the Real World
lbbonline.com
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25/08/2026
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Leo UK’s returning platform sees legendary food from Halo Fallout 76, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush brought into the world of McDonald’s
McDonald’s and Leo UK are bringing legendary food from games into the real world with their ‘Side Missions’ platform, teaming up with XBOX in an immersive 360 campaign co created with gaming fans.
At the centre of the partnership is a limited-time Side Missions Menu, inspired by iconic and often mythical foods from each game. The menu brings in-game food into the real world, from Halo-inspired Black Pepper & Garlic McNuggets, based on Moa Nuggets, to Blamco Cheese Bites inspired by Fallout 76’s Blamco Mac & Cheese.
First launched in 2025, Side Missions was built on a simple fan truth, that a trip to McDonald’s is often life’s best detour. This year, rather than simply borrowing from gaming culture, McDonald’s is creating a campaign together with fans of six of XBOX’s most recognisable gaming franchises: Halo: Campaign Evolved, Fallout 76, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush.
The 360, co-created campaign begins with teaser activity on 11th August through XBOX and IP-owned social channels, with McDonald’s Golden Arches reimagined in the visual language of each game. Gaming creators, such as Poopernoddle & Blue & Queenie, will also participate in the campaign by leaking and teasing the collaboration, using streams and social content to seed the idea that legendary in-game food is coming to McDonald’s.
On 19th August, a creator preview and tasting event will give gaming creators early access to the menu, packaging and game-inspired details before launch. The event will be built around immersive zones themed around the core IPs, blending gaming lore, Easter eggs and menu discovery moments to co-create content designed to travel across fan communities.
Paid Social and creator activity will bring the idea to life, showing characters and real cosplayers trialling and reviewing the new menu items. Paid and earned creators including Jakey Davies & George Clarke, will bring the Side Missions Menu to life through reviews, reactions, easter eggs and fan-led content, while TikTok activity will encourage fans to create their own Side Missions. On YouTube, the campaign will make use of collaborative posting opportunities across XBOX and game IP channels to help gaming communities participate in the campaign.
At launch on 22nd August, a 60” hero film shows iconic gaming characters abandoning their main missions to go on a Side Mission to McDonald’s. The spot opens with a scene from Halo: Campaign Evolved, where two Marines take a tactical detour to go on a Side Mission to McDonald’s. The film shows characters from the six gaming titles convening in McDonald’s, having also left their games. The film will run across TV, social and digital, with supporting cutdowns.
OOH and in-restaurant activity will make the partnership visible in the real world, using visuals from in the games to create the packaging and menu items. Contextual placements, including journey-led prompts on Citymapper and Trainline, will encourage fans to leave their main missions to go on a Side Mission to McDonald’s.
The partnership extends into the MyMcDonald’s App, where customers can access daily deals and use their Rewards points to unlock exclusive in-game items in the participating titles. The rewards include bundles, emotes, boosters and skins, with one of the unlocks being a McDonald’s inspired Master Chief Armor for Halo: Campaign Evolved.
Tim Kenward, senior vice president, chief marketing officer, McDonald’s UK and
Ireland, said, “Gaming is all about imagination and the worlds we love to get lost in. What excites me about this partnership is that we’re bringing parts of these iconic gaming worlds to life, giving fans the chance to experience food they have only ever seen on screen. As a huge Fallout fan, I’m most excited for the Blamco Cheesy Potato Bites.”
Andrew Long, chief creative officer at Leo UK, said, “For years fans have been bringing McDonald’s iconic food into the world of their favourite games. So now felt like the perfect moment to turn the tables, by bringing the most iconic food from fans favourite games into the world of McDonald’s. From Halo Moa Chicken, to Fallout Blamco Cheese, there’s never been a better excuse to take a side mission to McDonald’s.”
The campaign was created by Leo UK for McDonald’s. Media planning and buying was handled by OMD. PR and consumer outreach was handled by Red Consultancy. CRM was handled by TMW, MMR In Game Unlocks by tms, and POP communications by Linney.
Creative in association withLittle Black Book
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