McDonald’s has seen remarkable success in Q2 earnings report with impressive earnings that exceeded expectations. The fast-food giant witnessed a remarkable 11.7% global sales increase, out of which 10.3% was contributed by the U.S. market.

The key driver behind this growth was the company’s focus on digital and delivery services. Their marketing strategy featuring the beloved McDonald’s mascot, Grimace, played a significant role in their achievements. During the iconic Grimace birthday campaign, the mascot took over McDonald’s social media channels, amassing over 3 billion views on TikTok and creating a global sensation.

The campaign resonated with customers of all ages, successfully rekindling the nostalgia of celebrating birthdays at McDonald’s while captivating a new generation. Ian Borden, CEO of McDonald’s, hailed it as one of their most engaging campaigns to date.

The company’s marketing moves, including limited-edition meals, augmented reality experiences, a custom 8-bit video game, and even a direct texting service with Grimace, reflect their dedication to creating culturally relevant experiences for customers.

During an earnings call with investors, Borden emphasized McDonald’s commitment to selling not just food but also an influential brand. This strategic approach has undeniably raised the bar for their marketing efforts, further solidifying McDonald’s position as an industry leader.