McDonald’s brings its ‘Secret Menu’ out of the shadows
By James Herring on Wednesday, January 7, 2026
Long whispered about but never confirmed, McDonald’s has officially lifted the lid on its fan-fuelled ‘Secret Menu’ in a nationwide campaign led by Leo UK.
Launching today, the fast-food brand has turned internet speculation into sanctioned reality with a line-up of cult creations like the Surf N’ Turf, Chicken Cheeseburger, and Espresso Milkshake.
The campaign taps into a decades-old urban legend – that a covert menu existed – and finally makes it official.
The teaser campaign began in early December with cryptic social posts, hidden messages in ads, and mysterious glitches on digital screens in-store.
Media placements embraced the paradox of a ‘secret’ that begs to be shared – from lenticular bus shelter ads to a self-destructing billboard at Westfield London.
Media agency OMD collaborated with Metro for a cover wrap that ditches the newspaper’s masthead, resembling a redacted dossier, while social and CRM channels will host DIY tutorials for fans to remix their own menu hacks.
A secret tasting event on 16 January will stoke further curiosity.
The campaign (and menu) runs until 2 February and brings together Leo UK, OMD, Red Consultancy, TMW, Linney and POP Communications.
“This is a full-scale food event built by the fans,” said Leo UK’s Andrew Long.
