McDonald's UK teams up with fashion designer
Aug. 30, 2017
by MEAT+POULTRY Staff
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Julien Macdonald created an elaborate design for The Signature Collection box.
LONDON – Fashion designer Julien Macdonald, whose luxury garments have graced the figures of Taylor Swift, Christina Aguilera and Beyonce, designed a bespoke burger box in honor of McDonald’s UK’s national debut of the Signature Collection line of premium burgers.
The collection, which is served on brioche-style buns, includes:
- The Classic — British and Irish beef, beechwood smoked bacon, cheddar cheese, whole grain mustard-mayo, ketchup, lettuce and red onion;
- The BBQ — A beef patty topped with barbecue sauce; coleslaw, red onion, lettuce, beechwood smoked bacon and cheddar cheese; and
- The Spicy — A beef patty topped with jalapeno slices, pepper jack cheese, hot and spicy mayo and spicy relish.
The Signature Collection will be available in selected restaurants. McDonald’s UK is offering customers a chance to win tickets to one of 14 events showcasing the premium burger line and a chance to get one of 1,000 bespoke burger boxes.
“This is our first ever UK packaging collaboration, it’s a brave and exciting move and it’s like nothing we’ve ever done before,” said Emily Somers, vice president of marketing at McDonald’s. “To partner with such an iconic designer as Julien Macdonald is fantastic, and his beautifully designed star-studded box complements The Signature Collection perfectly and is a great way to mark our nationwide launch of The Signature Collection.”
A special box embellished by Macdonald himself was unveiled in McDonald’s flagship Leicester Square restaurant on Aug. 23 and will be auctioned to raise money for the Ronald McDonald House Charities.
“I drew inspiration from my fashion creations and iconic embellished red carpet dresses,” Macdonald said. “This was translated into a gold baroque crystal encrusted box, which is the perfect packaging for the luxury McDonald’s Signature Collection burger.”
The promotion is open only to UK resident 18 and older.