The Grinch will also be taking over the McDonald’s Canada Instagram with his6-ish Days of Grinchmas, where he has used a variety of tactics and stunts to promote The Grinchiest Meal factory tours – a profile picture takeover, unveiling his meal, and a full-on fashion-mag-worthy sock photoshoot.

Last year in Canadaville, the Grinch set out to ruin the holiday season, using his typical mischief to mess up McDonald’s meals. His plan was foiled, as people loved his Dill Pickle McShaker fries and mismatched socks, and the meal sold out in just two weeks. This year, he is back and has expanded his mischief to the US, Australia, Europe and Asia.

And in Canada, he is making his meddling even grinch-ier.

The Grinch is taking all his previous chaos at McDonald’s Canada from last year and doubling it, beginning by taking over the McDonald’s menu with his own Grinch Meal, as he has done across the world, including Australia and the UK. The Wieden+Kennedy campaign will be shared on TVC with a 15- and a 30-second commercial, directedby Jesse James McElroy from Alfredo Films, that introduces The Grinch’s factory, OOH featuring the Grinch’s graffiti over the beloved McDonald’s tagline, streaming radio/audio, and owned and paid social, with some bonus surprises along the way. All these elements go back to the fan truth, “McDonald’s is a place fans come to for joy”.

“Creating a sequel to The Grinch was equally challenging as it was fun. Luckily, we got to work with a talented team who trusted us and brought our vision to life,” stated Mikayla Dumas and Nikki Vandervelde, copywriter and art director, Wieden+Kennedy.

In Leo UK’s campaign, the Grinch is busy derailing McDonald’s festive plans to launch The Grinch Meal, beginning with a tease phase across organic social, OOH and AV, showing a mysterious figure meddling with McDonald’s, a re-edited 30 second AV McDelivery during the I’m A Celebrity launch show, and a special build revealing The Grinch’s Master Plan, annotated with playful illustrations of the Grinch’s plans and Grinched McDonald’s menu items. (Grumble pie, anyone?)

In Australia, the Grinch’s disdain for Aussies’ happy Christmas in the summer sun fuelled a series of attempts to ruin the joy. But wait, Australia triumphed. To the Grinch’s dismay, after numerous failed attempts of ruining Australiaville’s Christmas holiday, he caved in and embraced the joy of Christmas time in Oz.