- Agency: Leo UK
- Client: McDonald’s
- Category: Print Design — Food & Beverage
- Location: London, United Kingdom
- Project Brief: Create food and beverage print design for McDonald’s World Menu Heist that brings international menu envy to life through bold campaign visuals and global-inspired storytelling.
Food and beverage print built around a heist concept asks the poster to do the storytelling on its own. Leo UK sets the World Menu Heist across a run of OOH panels where each stolen item sits atop its own gold country vault.
The vault device gives the campaign a repeatable hook across the lineup. Big Rösti rises from a "DEU" safe and the Maple & Cheddar Chicken from a "CANADA" one, so every poster reads as loot cracked from a national vault.
The heist language turns menu copy into a caper. "Heisted From Germany" and "Heisted From Canada" tags, plus the billboard line "It's Not Theft It's A Flavour Relocation," frame each item as contraband rather than a limited-time offer.
The food styling anchors the theme in real product shots. Yellow "World Menu Heist" tape wraps wooden crates of Garlic & Black Pepper McNuggets and Mac & Cheese Triangles, so the stolen-goods idea plays out through packaging you actually recognize.
