When McDonald’s France and Astérix the Gaul gather around the same banquet table, creativity is guaranteed. To celebrate the universe of France’s most iconic comic book hero, McDonald’s has teamed up with Éditions Albert-René and agency TBWA\Paris for a bold 360° campaign packed with humor, nostalgia, and playful self-awareness.
This daring fusion of pop culture and storytelling once again proves that McDonald’s knows how to connect with every generation—from longtime Astérix fans to younger Happy Meal™ lovers.
When Menhirs Turn Philosophical
The campaign revives the legendary slogan “Come as you are,” reimagined with a Gaulish twist.
In the main film, produced by Else, two menhirs casually discuss the evolution of the modern world—and tackle a highly philosophical question: why have humans continued gathering at McDonald’s for over 2,000 years?
The visual universe cleverly blends live-action footage with colorful graphic codes inspired by the original comic books. The result is a hybrid atmosphere between fiction and reality.
The light, absurd tone aligns perfectly with the brand’s “playful madness” approach, previously seen in viral collaborations with Pokémon, Mario, and Minions.
A Bold and Unfiltered Social Media Strategy
On social media, McDonald’s France’s community management team fully embraces the Gaulish spirit. Clever punchlines, pop culture references, and Astérix-inspired humor shape the brand’s online voice.
This uninhibited communication strategy highlights McDonald’s current positioning: leveraging humor and nostalgia to strengthen emotional bonds with consumers.
The result? Millions of interactions and record-breaking engagement rates on Instagram and X (formerly Twitter). The Astérix x McDonald’s duo clearly resonates with the nostalgic 90s and 2000s generation—while also appealing to new audiences discovering the comic universe.
Exclusive Menus & Total Immersion in Ancient Gaul
To complement the campaign, McDonald’s introduces an exclusive menu inspired by the Gaulish village:
🍖 McRib™ Barbecvs Porc BBQ
🌯 McWrap™ Mediterraneum Chicken & Pepper
🍹 “Boisson des Chefs” (The Chiefs’ Drink) — a playful nod to the famous magic potion
Through the McDo+ app, each menu purchase also gives customers access to a prize draw offering trips and tickets to Parc Astérix, along with a 15% discount code on park admission.
This activation combines customer experience, gamification, and loyalty-building—while strengthening the cultural ties between two iconic French brands.
Happy Meal™ for Little Gauls
Children are not left out. The Happy Meal™ now includes exclusive Astérix-themed toys and books: a board game, an Idéfix album, or even a volume from Le Musée magique.
Even the “Boisson des Chefs” makes its way into the kids’ menu, ensuring full immersion into the Gaulish universe.
Nostalgia, Humor & Brand Strategy: The Perfect Formula
With this collaboration, McDonald’s France taps into two powerful emotional drivers: nostalgia and universality. Astérix speaks to every generation—just like McDonald’s.
By merging these two cultural symbols, TBWA\Paris delivers a unifying and emotionally resonant campaign. But beyond nostalgia, the strategic objective is clear: anchor McDonald’s deeply within French pop culture.
After captivating fans of Mario, Pokémon, and the Smurfs, the brand continues to shape its identity through campaigns where humor becomes a key lever for brand love.
In short, this is a masterclass in transgenerational communication—reminding us why “Come as you are” remains one of the most powerful slogans in modern marketing.
