McDonald’s Unbagged

Think Spotify Wrapped, but for the Golden Arches and their app users. In 2025, we took it up a notch—expanding the data set to create 9 unique personas and 17 collectible digital stickers.

This led to 29M+ unique messages sent, becoming McD’s most personalized campaign ever.

Role: Lead Writer / Art: julia franiak / Agency: Publicis Power of One

First, I created a formula for personas…

by pairing a user’s Preferred Daypart (Breakfast, Lunch, Dinner, Late Night) + Preferred Ordering Style (Pickup or McDelivery).

Toggle thru to see a few persona write-ups.

Next, I wanted to look at savings as a bigger picture,

combining the total savings from Rewards Redeemed + Deals Used. To add a lil fun, I gave ‘em all names & rankings.

Now, about the stickers!

They’re all based on a fans ordering history data. Copped multiple anime meals? You got the Anime Fan Club. Huge Filet-O-Fish fan? You got the Captain Club.

The kicker, users could only earn 4.

You know we had to get ‘em made

…and hand ‘em out to the team and clients.