McDonald’s Brings Back The Hamburglar As It Beefs Up Its Burger Recipes

Mcdonald’s notorious mascot, the Hamburglar, might have been on the run for several years, but he’s now back in town and looking to commit another juicy heist.
 
The Hamburglar is known for having an insatiable hunger for burgers, and would do anything (criminal activities included) to get his gloved hands on a Big Mac. Unfortunately, after his last theft in 2015, he’s been laying low and has not been seen creeping around any outlets.

As McDonald’s revamps its classic recipes, there’s no better way to show just how far one would go to get their hands on one of these meals. McDonald’s and independent advertising agency Wieden+Kennedy worked together to bring the Hamburglar out of hiding for one more heist of the refreshed menu items.

The changes will be coming to the Big Mac, McDouble, cheeseburger, double cheeseburger, and hamburger, where customers will be treated to juicier patties, softer buns, and more Big Mac sauce.

The campaign delivers a series of spots that feature the much-loved villain of the McDonald’s universe in his iconic cape, pinstripe getup, and Zorro-inspired mask. In one of the videos titled Casing the Joint, he’s seen perched on a rooftop across the street from the restaurant, looking through binoculars and spying on the place as he mumbles, “robble, robble,” to himself.

 
In the follow-up spot, Heist, he’s broken into the joint, sneakily dropping in from the ceiling and stealing a tray of burgers before making a swift and cunning escape.

If you want to see for yourself why the burgers are worth stealing, the new recipes have rolled out in Australia, Canada, Belgium, and several US West Coast cities, such as Los Angeles, Portland, and San Francisco. They will be hitting all restaurants nationwide by 2024.

[via Hypebeast and Entrepreneur, screenshots via McDonald’s]