Hamburglar returns to promote the Big Mac update

McDonald’s Hamburglar is back as the company makes changes to its burgers. Photo: Courtesy of McDonald’s

The Hamburglar came out of retirement for a new McDonald’s advertising campaign to promote the future deployment of changes to its classic burgers.

Driving the news: The iconic character – who got his start in the 70s and is known for his catchphrase ‘steal, steal’ – is back for his first advertisement in traditional form in over two decades, McDonald’s said.

Enlarge: The villain returned in 2015 makeoverfeatured as an adult human character, to promote McDonald’s limited-time third sirloin pound burgers, and again last year as toy at adult Happy Meals.

  • The current campaign depicts the caped burger thief in his comeback animated form, likely recognizable to Gen Xers.

What is happening: The fast food giant announced on Monday that it has made some small changes to its Big Mac, McDouble burger, classic cheeseburger, double cheeseburger and burger.

  • Changes, such as making burgers “hotter, juicier and tastier,” have debuted in several West Coast cities, including Seattle, Phoenix, San Francisco, Denver, Salt Lake City, Los Angeles and Las Vegas. .
  • They should be in every McDonald’s nationwide by 2024, the company said.

What they say : “We found that small changes, like tweaking our process for hotter, more melty cheese and adjusting our grill settings for better searing, added a big difference in making our burgers tastier than ever before,” said the chain chef Chad Schafer. Senior Director of Culinary Innovation.

  • Tariq Hassan, director of marketing and customer experience for McDonald’s in the United States, said the company brought back the Hamburglar in its marketing campaign to spread the word.

The bottom line: When you spot the Hamburglar’s cape and striped outfit in your town, that’s when the burger will be available locally, the company said.

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