In the first episode of Louis Theroux Interviews, grime star Stormzy revealed that before tours he tries to stay away from carbs like white rice or potatoes. “I won’t even have a single crisp,” he says with a grin.

Off-season Stormzy is clearly a little more relaxed, at least when he’s passing by a McDonald’s. Nine McNuggets, fries, BBQ sauce, Sprite, and an Oreo McFlurry is apparently his order, which people around the country can now request at their local McDonald’s by asking for The Stormzy Meal.

As part of the collab’s launch campaign by Leo Burnett, Paul Hunter has directed a playful ad in which the musician makes a cameo. He also lends his voice to other characters in the ad who take on his persona when they ‘Order like Stormzy’.

The appearance of Alison Steadman at the end is an unexpected yet enjoyable twist, one that oddly crosses over with another recent campaign in similar vein: Deliveroo’s December campaign by Pablo. Launched around the Gavin and Stacey finale, the public could order ‘The Smithy’ special bundle from an Indian takeaway in the character’s home county of Essex, inspired by a scene on the show.

In the case of McDonald’s, it’s pleasing to see how fleshed out the collab is. Beyond the campaign film, the brand has launched a temporary storefront takeover of a McDonald’s branch in Stormzy’s Croydon hometown by rebranding it to Big Mike’s (Stormzy’s real name is Michael). The store will also host a meet and greet later in February.

An entire identity has been designed around the collab too, which is appearing across merch, stylish black and white outdoor adverts, and the McDonald’s rewards app. There is also an emphasis on social, including a partnership with Snapchat in which the collab will be promoted inside DMs. It’s the sort of thing that could feel intrusive if it were any old brand but will probably work for a entertainment-led collab such as this.

“The Stormzy Meal isn’t just about the food, but it’s about taking something we can all relate to – having a favourite McDonald’s order – and turning it into a cultural moment,” says McDonald’s UK and Ireland marketing director Matthew Resichauer, while Stormzy added: “Never thought I’d have my own order on the official menu. That’s mad.”

Credits:
Agency: Leo Burnett
CCO: Mark Elwood
ECDs: James Millers, Andrew Long
Creatives: Gina Ramsden, Freya Purnell, David Allen, Charlie Crosthwaite
Content Creatives: Rhianna Puddifant, Ben Hooper, Cherie Waugh
PR and Talent Agency: Red Consultancy
Production Company: Prettybird UK
Director: Paul Hunter
Director of Photography: Alex Barber
Editor: Russell Ike
Post-Production: Black Kite
Audio Post-Production: Harbor Picture Company