All in purple | Grimace brings birthday vibes to McDonald’s Germany
All in purple | Grimace brings birthday vibes to McDonald’s Germany
The iconic purple McDonald’s character Grimace has been appointed ‘Head of Birthdays’ in Germany, turning the concept of birthdays upside down: according to him, every day is a celebration. Following the success of the Grimace Shake last year, he once again takes center stage in a bold campaign, this time featuring an all-purple theme, including a new menu and limited editions.
Is purple becoming the food color of 2026? Recently, we also covered the introduction of the ube spring collection in European Starbucks locations.
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Grimace | These are the new purple food highlights at McDonald’s
Since April 29, McDonald’s Germany has been introducing several limited-edition products for approximately three weeks, all inspired by Grimace’s favorite color: purple. The standout item is the Purple BBQ: a sweet and savory burger with a subtle smoky flavor and, of course, a striking purple appearance. There are also several sweeter options, such as the Purple Berry & Cream dip (blueberry and sour cream), a warm Cream Cheese pocket filled with blueberries, and the McPops Purple Party: crunchy bites with a fruity center. And yes, a fan favorite is making its return: the Grimace Shake topped with whipped cream. The Purple menu can be flexibly combined with items such as a Big Mac, Chicken McNuggets, or McPlant Nuggets, along with fries and a sauce of choice.
All in purple | Grimace brings birthday vibes to McDonald’s Germany
Restaurants turn purple
The campaign goes beyond just the menu. Across Germany, McDonald’s restaurants are temporarily transformed with full purple packaging and activations that tap into the ‘birthday feeling’. Grimace also appears across social media and events, bringing his signature, slightly clumsy charm.
Coca-Cola glasses get a purple upgrade
Another fan favorite is making a comeback: the Coca-Cola glasses, which have long held strong collectible value in Germany. Starting May 11, new designs will be introduced, including a special purple Grimace edition, available exclusively through the McDonald’s app in combination with a double menu coupon.
All in purple | Grimace brings birthday vibes to McDonald’s Germany
360° campaign with a bold visual identity
McDonald’s is rolling out the campaign across multiple channels, including TV, outdoor, online, social media, and influencer marketing. The creative concept is developed by Scholz & Friends. With Grimace as the face of the campaign, McDonald’s clearly leans into fun, color, and nostalgia, demonstrating how a character-driven campaign can turn a simple product launch into a full experience.
Website: McDonalds
