McDonald’s is famous for its “slice of life” heartstring tuggers – ads about the everyday moments in family relationships to which every human on earth can relate.

Last year, Leo Burnett took a detour into fantasy, with its story of a vintage doll called Juliette who wanted to find love. This year, it has taken the chain back to its roots. #ReindeerReady taps into the anticipation of Christmas with its story about a little girl who saves her last Macca’s carrot stick “for the reindeer”.

(You will, of course, have noticed that the ad is built around one of Macca’s healthy food items for children.)

And the story will extend into the real world. Families who visit McDonald’s restaurants will be given free packs of carrot sticks, rebranded as Reindeer Treats.

A special Christmas version of the ad has been made to run on Christmas Day.

Channel 4 was given the ad’s broadcast premiere exclusively by OMD. It launched before the start of Gogglebox on Friday November 17, preceded by a collection of 10 second teasers from November 15, featuring carrots crafted in the shape of the Channel 4 blocks, being eaten by a reindeer. Special edition carrot stick packaging will also be available in restaurants.

The campaign will run across TV, cinema, social and digital. Because Snapchat is where McDonald’s loyal following of teens are, the campaign includes a Snapchat hub, which people can access by scanning a QR code on millions of Macca’s packs or by swiping up on special McDonald’s Snap Ads that will be available to the 10m+ daily Snapchatters in the UK. The hub is a treasure trove of fun – a Carrot Gun game built by MPC, a Christmas filter and a Reindeer Face Lens that consumers can use and share on social media.

The Reindeer Face Lens will also run as a National Lens campaign on Saturday November 18. McDonald’s will also update its existing Chain Filters during the period to match the #ReindeerReady campaign, and run Snap Ads promoting the Christmas menu.

Just before Christmas, McDonald’s will use Snapchat’s new World Lens in a brand first.

The campaign was created by Leo Burnett in partnership with Snapchat, OMD and MPC.