What Is 'WcDonald's,' McDonald's New Anime-Inspired Ad Campaign?

It's rare to see a company risk confusing its consumer base for the sake of an ad campaign, but that is precisely what McDonald's has done with its latest "WcDonald's" campaign. Across America, patrons have been mystified after receiving packaging with the brand's iconic golden arch logo flipped upside down. Furthermore, there are unrecognizable anime characters adorning various bags and sheets at the restaurant. So, what gives? Here's the deal behind McDonald's latest ad campaign.

What Is The 'WcDonald's' Promotion?

Like viral marketing attempts by McDonald's before, "WcDonald's" is all about a sauce. In this case, it's called the "Savory Chili WcDonald’s Sauce."

But why "WcDonald's," and why is it so anime-y?

McDonald's actually contracted some anime big guns for this month-long promotion, collaborating with Studio Pierrot, the company behind such anime megahits as Naruto, to develop multiple ads that feature original anime characters and goofy, 30-second storylines centered around the sauce. In addition to the ads, brief manga stories illustrated by Acky Bright appear on McDonald's packaging and in a webtoon.

What Is The 'WcDonald's' Connection To Anime?

It doesn't seem like there's much of a connection between McDonald's new sauce and anime, but there is a long history of McDonald's appearing in anime. Of course, for legal purposes, anime shows haven't been able to include actual McDonald's locations, so a kind of easter egg / inside joke developed in anime in which characters dined at "WcDonald's," which were basically "McDonald's" with the golden arch flipped upside down.

This has been going on for 40 years and has appeared in some of the most popular anime out there, such as Inuyasha.

Furthermore, in 2016, McDonald's went viral for an anime short about a plucky protagonist working at the restaurant, which also earned praise for the production's surprisingly high-level of quality.

It appears McDonald's' new campaign is a way of honoring its history in anime, which on one hand has delighted a great many anime fans and on the other has left the anime-illiterate completely baffled.

For the full history of WcDonald's, be sure to check out Know Your Meme's encyclopedia entry for more information.