McDonald's is kicking off a breakfast celebration to honor the 50th anniversary of the Egg McMuffin, inviting fans old and new to start their mornings with the iconic sandwich.
The national campaign, led by creative agency Wieden+Kennedy New York, highlights the Golden Arches' deep-rooted breakfast culture and the joy of making it just in time for a morning bite.
In a press release, the chain shared a statement from David Peterson, a second-generation McDonald's owner and the son of Egg McMuffin inventor Herb Peterson, who developed the sandwich in 1971.
"When I watched my father introduce this idea to Ray Kroc, we could not have anticipated it would become the foundation for the renowned McDonald's breakfast menu.
It's been remarkable to see people embrace this innovation over the last five decades, and now we get to share that heritage with a new generation of breakfast fans."
McDonald's U.S.A. President Joe Erlinger also chimed in to emphasize how breakfast is a cornerstone of the fast-food giant's brand:
"Every morning when we open our doors, we are a breakfast restaurant.
Whether it’s my personal favorite, the Egg McMuffin, or our crispy Hash Browns, fluffy hotcakes, or sweet and savory McGriddles, we’re all about giving our customers the best start to their day."
Morning McMuffin Rush
In a 30-second spot titled "Running," a determined man sprints through the city, dodging obstacles to reach McDonald's before breakfast hours end.
Dramatic slow-motion shots highlight the excitement and urgency of grabbing a beloved morning favorite, as a narrator describes the urgency of grabbing a McDonald's breakfast instead of "settling for a Big Mac."
The spot ends with the line "BREAKFAST COMES FIRST."
Alongside the campaign, the brand is rolling out limited-time deals, exclusive in-app offers, and the return of popular breakfast items to mark the occasion:
- National Egg McMuffin Day: on March 2, Customers can grab an Egg McMuffin or Sausage McMuffin with Egg for just $1 exclusively through the McDonald's app.
- Buy One, Get One Free: from March 3 to 30, app users can get a second Sausage McMuffin with Egg free with delivery orders
- The Return of Fan Favorites: Bacon, Egg & Cheese and Steak, Egg & Cheese bagel sandwiches are now available nationwide.
- Krispy Kreme Expansion: New York locations join Chicago, Cleveland, Indianapolis, Louisville, and Pittsburgh in offering fresh Krispy Kreme doughnuts, with a nationwide rollout planned by the end of 2025
The Egg McMuffin anniversary campaign smartly blends nostalgia with value-driven promotions, reinforcing its breakfast dominance.
By celebrating heritage while enticing new fans with deals, McDonald's brand marketing strategy turns a milestone into a celebration.
Last month, McDonald's also introduced its new McValue offering with a spot starring John Cena.
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