It's happening here

McDonald’s is happening right here

McDonald’s France reaffirms its commitment to France with a new campaign rooted in local life.

While the French have a strong connection to certain major everyday brands, it is often at the local level that this relationship truly comes into its own. What happens close to home—the experiences we share and the things we encounter right in our own communities—matters more than what is happening on the other side of France.

For McDonald’s, this reality is clear: there’s McDonald’s… and then there’s “My McDonald’s.” The one where we have our regular spots, the one we’re attached to, the one that’s part of our daily lives.

Today, McDonald’s France has 1,629 restaurants located throughout France. Each of these restaurants has a direct impact on its local community and environment.

On average*, a McDonald’s restaurant has:

50 direct or indirect full-time jobs created with each restaurant opening,
Approximately 20 French farmers contributing to its supply chain.
More than one local organization supported,
Approximately €1,700 donated to the Ronald McDonald House Charities,
Approximately 16,000 books sold as part of the^{Happy Meal™} promotion.

So with this new campaign, the brand wanted to reaffirm its tangible presence and commitment at the local level, right where the French people are.

This approach is now reflected in a new tagline:

“McDonald’s is happening right here.”

A campaign that challenges stereotypes and reaffirms the brand’s role as a socially responsible leader

The campaign features three new films directed by Cyprien Clément-Delmas, shot in single takes. They challenge common misconceptions about the brand and show viewers, in a simple and direct way, that right next to their favorite McDonald’s restaurant, the company is taking concrete action—whether by supporting French agriculture or sponsoring local clubs and organizations.

In print media, the campaign adopts the same creative concept: in the foreground, scenes of people enjoying McDonald’s; in the background, the reality of the brand’s concrete commitments, rooted in local communities.

On social media, posts are tailored to the platforms’ conventions and styles, adopting a more direct tone designed to engage with audiences and foster a sense of connection.

With this campaign, McDonald’s France is making a strong statement: trust is built first and foremost where everything really happens.

McDonald’s is happening right here.

* Data from the 2024 Impact Report, averaged across 1,589 restaurants as of December 31, 2024