Wraps meet runway in McDonald’s mess-free fashion campaign

McDonald’s is blurring the lines between fast food and fast fashion with a fresh UK campaign that gives its Wraps range a seriously stylish makeover. Created by Leo UK, All Flavour, No Mess reintroduces the wraps as the ultimate accessory for people who want bold taste without the risk of spills.

Where flavour gets a wardrobe upgrade at Fashion Week
Launched to align with London Fashion Week, the campaign taps into a very real dilemma: looking good while eating on the go. With pristine outfits under constant threat, McDonald’s positions its wraps as the neat, no-drama option, packed with flavour yet designed to keep clothes spotless. It’s a smart nod to Gen Z, who value both aesthetics and convenience.

 Catwalk energy meets fast food
Built on the insight that no one wants to ruin a clean outfit, especially during fashion season, the platform highlights the practicality of Wraps’ neat packaging, positioning them as the tidiest way to enjoy bold flavours on the move.

At the heart of the platform is a slick 30-second film showing models in all-white ensembles casually tucking into wraps during a photoshoot. Set to an upbeat dance track, the film treats the wrap like a fashion essential, supported by eye-catching out-of-home executions and playful short-form edits that spotlight the product’s clean design.

Style credibility on the streets
To deepen its fashion credentials, the campaign teams up with Hypebeast and Hypebae for street-style content, alongside targeted media around fashion week hotspots and placements in magazines including Stylist and Grazia. Media planning was handled by OMD, with PR, events and influencer activity led by Red Consultancy.

Flavour without the fallout

Leo UK executive creative director Andrew Long sums it up neatly: he said the campaign “taps into that fan truth”. It is rooted in a simple fan truth: McDonald’s Wraps deliver maximum flavour, minus the mess.