1/19/2026
Work
Putting the Fun Back in Value with “It’s Not Just Value, It’s McValue”
by
Cossette
At a time when value matters more than ever, McDonald’s Canada and Cossette introduce a new national campaign that elevates McValue into a brand experience.
Rooted in McDonald’s one-year price promise and built around the $5 McValue Meal—available all day and now including breakfast options such as the Sausage McMuffin® and Breakfast Burrito, as well as popular lunch and dinner options like the McDouble® and Junior Chicken McValue® Meals—along with other dependable offerings such as the $1 small McCafé coffee, this initiative reframes McValue as something Canadians do not just notice, but feel.
That feeling comes to life through bold, fast-paced storytelling featuring three of McDonald’s most beloved characters, set to the iconic energy of Britney Spears’ Gimme More. Music, movement, and cultural nostalgia power the McValue story, reinforcing that value at McDonald’s is about excitement, not compromise.
The Showdown
“Creatively, we wanted value to feel epic and emotional, not just transactional.”
George Lin, Creative Director, Cossette
“From the characters to the music and energy of the work, every element was designed to capture the thrill of McValue.”
Alex Manahan, Creative Director, Cossette
With a renewed focus on value, McDonald’s Canada’s introduced a bold initiative designed to make dependable value feel culturally exciting and relevant.
“McDonald’s has always been a place people can count on for dependable value. McValue brings that promise to life by delivering great food, satisfying options, and real value, all wrapped in the energy and optimism our brand is known for.”
Rebecca Smart, Director Brand Strategy and Content, McDonald’s Canada
The campaign launches nationally across TV, OLV, out-of-home, digital audio, paid and organic social, PR, and CRM.
Credits
Client: McDonald’s Canada
VP, CMO: Francesca Cardarelli
Director, Brand Strategy & Content: Rebecca Smart
Manager, Value Strategy: Michelle Lee
Manager, Value: Caitlin Murphy
Manager, Social & Brand: Nezariel Scott
Supervisor, Social & Brand: Abby Rigonan
Manager, French National Campaigns: Andreanne Gilbert
Marketing Specialist, French National Campaigns: Clemence Commissaire
Creative Agency: Cossette
Chief Creative Officer: Driscoll Reid
Executive Creative Director: Andrew Chisholm
Executive Creative Director, Design: Jenna Anderson
Creative Director: Alexandra Manahan
Creative Director: George Lin
Creative Director Marc-André Vigneault
Copywriter (MTL): Noémie Parent-Barber
Copywriter (MTL): Clément Ginon
Senior Copywriter: Gemma Manangan
Senior Art Director: Max Crame
Copywriter: Ben Bousada
Design Director: April Tran
Senior Director, Production: Ella Kovacs
Producer (MTL): Marie-Claude Francoeur
Producer, Social: Alix Ablaza
Content Creator Melo Griffith
Content Creator (MTL): Pierre-Antoine Brochu
Social media content manager (MTL): Nicolas Shelehoff
GVP, Head of Strategy: Daniel Cameron
VP, General Manager: Bryden McDonald
Group Business Director: Wendy Doan
Business Director: Manasa Anjan
Account Executive: Maha Khan
Group Business Director: Natalie Azoulay
Product Owner: Claire Robert
Retail Business Director: Mike Harris
Retail Account Supervisor: Jash Shah
Studio Director: Gianna Blasutto
Senior Production Manager: Susan Goodfellow
Production Manager: Mark Prole
Retouching Director: Trevor Gauthier
Senior Retoucher: Hailey Willams
Senior Studio Lead: Shireen Kok
Senior Production Artist: Dwayne-Mark Aranha
Senior Production Artist: Graham Washer
Motion Designer: Sam Perrin
HTML Designer: Jesse Horricks
Production House: Circle Productions
Director : Chris Balmond
DP: Will Bex
Line Producer: Max Brook
Production Coordinator: Miguel Diaz
Executive Producer/Partner: Karen Tameanko
Production designer: Flora Yin
Casting: Jigsaw Casting
Casting Director / Founder: Shasta Lutz
Offline: Nimiopere
Editor: Raj Ramnauth
Assistant Editor: Mariana Rossi
Executive Producers: Jenna Edwards, Julie Axell
Producer: Nicole Hann
Online/Transfer: Freefolk
Creative Director: Jason Watts
Executive Producer: Laura Ricketts
Producer: Robyn Guthrie
Flame Artists: Andy Copping, Richie White
Colourist: Edward Webb
Transfer: Conor Garnett
Colour Assist: Marty McMullan
FX Artist: Peter Dravecky
3D Supervisor: Matt Fisher
3D Artist: Yazeed Raji, Rohit Kottamasu, Matteo Antona
2D Supervisor: Rob Sheridan
2D Artists: William Woods, Leo Meggle, Cerys Steenhuis, Valerie Wöllner, Annie Mitchell, Razvan Dit, Sarah Croft, Tiago Pereira
Audio House: Vapor Music
Creative Director: Joey Serlin
Engineer: Julian Rudd
Executive Producer: Kailee Nowosad
Sound Designer: Kevin Chamberlain
Audio House (MTL): Circonflex
Producer: Josée-Anne Choquette
Sound Engineer: Martin Boisselle
Licensing: Music Rights Clearance
CEO: Francois Lachance
Partner, Managing Director: Katie Seline
Account Manager & Music Supervisor: Pauline Viard
Administration & Operations: Talia Felber
Media Agency: OMD
OMD Media Group Director: Christine Quiring
Media Associate Director: Christina Pattison
Media Sr. Strategist: Aya Banat
Media Strategist: Yog Dadhania
Accenture (CRM)
Shawdi Fereidooni, John Boright, Cale Jones
PR Agency: Weber Shandwick
Weber Shandwick PR Agency Lead: Marie-Emmanuelle Khoury
PR Agency Senior Account Manager: Carter Gibbins
Retail IMS Lead: Andrew Basso & Craig North
Retail Coates: Amarah Alley & Matt Lewandowski