McDonald's "A Minecraft Movie" Meal: Snack Box Takeover

In 2025, McDonald’s partnered with The Minecraft Movie to launch the “A Minecraft Movie Meal”, a limited-time offering that featured collectible items celebrating one of the most beloved gaming franchises of all time. The challenge: make the campaign resonate authentically with Asian American Gen Z fandom— a segment that loves both gaming and McDonald’s but engages with culture differently from the mainstream.

Admerasia was tasked with finding a breakthrough way to connect the Minecraft Movie Meal with this audience through media. Through behavioral insight, we uncovered a simple but powerful truth: Asian gamers snack while they play.

Rather than targeting them through crowded gaming ad spaces, Admerasia reimagined the snack moment itself as media. Partnering with Yami, the leading Asian grocery and snack-delivery platform, we designed a guerrilla activation that turned everyday snack deliveries into miniature brand experiences.

Each Yami delivery box was redesigned as the “McDonald’s A Minecraft Movie” Snack Box”, and inside, a QR-enabled postcard unlocked an interactive AR experience inviting fans to celebrate their snacking moments with the brand.

This approach embedded McDonald’s directly into a ritual already beloved by Asian gamers: snacking during playtime. It extended the spirit of The Minecraft Movie partnership beyond entertainment into lifestyle — showing that McDonald’s could play where its fans play. The Snack Box Takeover proved that paid media can do more than deliver impressions — it can deliver culture.