Bigger. Bolder. Golder: McDonald's Canada, Cossette and tms Elevate Monopoly with Golden Edition
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Monopoly at McDonald’s is going gold. McDonald’s Canada launches Monopoly Golden Edition nationwide today, bringing a bigger game, bolder creative, a golden new world and over $400M in prizes available to the iconic game Canadians have loved for decades.
Approaching its 40th anniversary, the Golden Edition puts a new spin on the game fans already know by heart, turning familiar moments into something unexpected, with bigger stakes and a golden twist, while keeping the much-loved peel-and-play mechanics at its core.
Monopoly at McDonald’s has always had a way of supersizing a guest’s order. A simple peel turns “I’ll just grab a quick coffee” into one more item, one more chance to play and one more shot at a big win. This year, Golden Edition gives fans even more reason to play: roll in feeling like a player, and peel like the prize is already yours.
The prize lineup is just as ambitious, starring never-before-seen items like a 10-karat Gold Quarter Pounder, three McD’s for Life cards for free food, $25,000 weekly cash drops from Sept 29-Nov 2, cars and more.
Created by Cossette, the above the line campaign brings the game to life through a whole new visual world inspired by Monopoly’s Golden Edition and the iconic Golden Arches. Familiar Monopoly game tokens return with a golden touch, bringing back some of the iconic details fans remember while making them feel unexpected, flashy and fun. That larger-than-life energy carries through to the prizes, which stack up into a mountain of gold. Following an initial teaser, the rollout expands across TV, OOH, radio, digital, social creator channels, and bespoke integrations including The Price is Right Tonight.
TMS took Golden Edition beyond the campaign, evolving the promotion strategy, retail experience, packaging and securing prize partners while bringing the digital game to life in the McDonald’s app. The immersive 3D gameboard lets players tap “GO,” to move around the board to reveal prizes. Plus, fans can unlock exclusive partner discounts for every five codes entered.
“The magic of Monopoly is that every peel feels like a possibility,” said George Lin, Creative Director, Cossette. “For Golden Edition, we wanted to take the Monopoly world fans know and give it a new attitude, bringing back iconic pieces, giving everything a golden touch and turning up the fun,” added Alex Manahan, Creative Director, Cossette. “It’s a world that feels familiar at first glance, but has something unexpected around every corner.”
The campaign is supported by OMD/AP (Media), Publicis Hawkeye (CRM), and Weber Shandwick (PR & Creators).
Monopoly Golden Edition runs nationally from September 29 through November 2, 2026.
