In August 2026, McDonald’s Poland added two meat-free items to its permanent menu: McVeggie Deluxe and McWrap Veggie Deluxe, built around a new dairy-protein patty with cheddar, fresh vegetables and a honey-mustard sauce. The launch was supported by a digital campaign built around a green light motif, a visual cue signalling the arrival of the new item across the brand’s communication.
Green Light for the New Menu
Services
Colour and Light
The production included video content created for a range of digital and social media channels and formats. As with previous projects for the brand, maintaining consistency with its established visual language was key, while introducing a new visual direction built around colour and light.
The campaign is part of McDonald’s broader communication around the growing interest in meat-free options among its guests.
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