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For McDonald's 30th Anniversary in Spain, we turned an American icon into something even more powerful: a brand that feels, speaks and celebrates like a local.
After 30 years in Spain, McDonald's faced a clear challenge: many still saw it as a foreign brand. The opportunity was to deepen our roots and become part of everyday Spanish culture and conversation.
So we set out to give McDonald's a Spanish accent — honoring our history while embracing the faces, humor and spirit of today's Spain.
We didn't change who we are. We spoke like the people who love us.McDonald's Iberia, Marketing Department
We created a special anniversary identity that keeps the Golden Arches, but adds our most recognizable local mark: the Ñ.
A cultural signature that instantly says: this love is real, made from here.
You don't touch one of the world's most iconic logos unless there is a powerful reason. After 30 years in Spain, we had one: to show that McDonald's had earned a Spanish accent.
We built a 360º platform that lived in everything people touched, tasted and shared.
We created a surprise McWish activation inviting people at a chosen place in Madrid to blow candles and get unlimited rewards on the spot.
We celebrated the moments that matter across Spain — with stories, characters and products you can't find anywhere else in our markets.
Proud to have helped McDonald's become more local, more loved and more part of everyday Spain.