McDonald’s hides fries in fringe for stampede-season

Every July, the Calgary Stampede takes over Alberta with 10 days of rodeos, art, concerts and foodie feasts.

It’s a celebration of cowboy culture, and a huge moment for brands looking to connect with rural roots.

For the 2025 edition, McDonald’s Canada and Cossette Vancouver have dropped an OOH campaign that lets you spot the Big Mac in a belt buckle and fries in the fringe – if you’re looking close enough.

Dubbed “Cowboy Closeups,” the campaign is a tribute to Western wear, hiding iconic McD menu items inside the textures and details of classic Stampede fits.

A cone turns into beadwork. A Big Mac shows up embossed on leather. Fries disappear into the tassels of a suede jacket.

The idea is to celebrate the Canadian farmers and ranchers who make the McDonald’s menu possible, by weaving food into fashion and is running across OOH and digital.

 

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