McDonalds Brings Back The Hamburglar

3 min read · 6 years ago



Earlier last week, McDonalds announced the strangest marketing campaign we’ve seen in a while: the return of the Hamburglar.

Burg1 Remember him?

In the past, the Hamburglar was true to his name and just ran around stealing hamburgers from McDonalds restaurants. There wasn’t much to his character (and to be honest, there didn’t need to be back then).


The new campaigns paint him as an attractive suburban dad who secretly moonlights as the Hamburglar. The video above shows him trying to film a McDonalds commercial, but is continually interrupted by his wife.

On top of a few promotional videos through McDonald’s YouTube and Twitter accounts, the McDonald’s Twitter account is pretending to be “taken over” by the HamBurglar, tweeting nothing but Hamburglar’s own Tweets, encouraging people to use the hashtag of his old catchphrase, #RobbleRobble to help keep him hidden from McDonalds.

The point of all this? It seems to be centered on McDonalds’ new Third Pound Sirloin Burger.


Unfortunately for McDonalds, the reaction among media outlets is generally negative.

Time Magazine calls it “extremely bizarre”. Verge calls it the “lamest outfit at Party City”. The LA times reminds everyone “it could be worse

The general Twitter population seems a little more conflicted.

Some people love it…


And some people hate it…


What do we personally think? Not a big fan.

There’s nothing wrong with the revival of old iconic characters to resurrect ad campaigns. Even though the classic Hamburglar stopped showing up in ads over a decade ago, many adults still remember (and think fondly of) the old Hamburglar. Nostalgia is a powerful tool, and people can still feel strong attachments to old beloved (or even reviled!) brand mascots.

However, the transformation of the Hamburglar of our childhoods to this suburban dad was just so extreme. The Twitter videos especially are so awkward that they are difficult to watch

Here’s how McDonalds Director of Media Relations Lisa McComb responded to the Verge’s questions about the first Hamburglar video.

“The clip that was posted to Twitter this afternoon wasn’t a commercial. As part of Hamburglar’s takeover of the McDonald’s Twitter account, the short video shows his double life: grabbing Sirloin Third Pound Burgers while keeping his identity under wraps via a call back to his family in the suburbs.

It’s a little embarrassing how McDonalds is trying so hard to convince all of us that the Hamburglar is a real person. The desperation gets even more tangible with a little bit of context: the company just announced a major slump in sales this quarter with worldwide profits dropping over 20%. Was this just an extreme attempt to be hip and edgy on the heels to try and appeal to nostalgic adults?

What do you think about the Hamburglar’s new look? Let us know on Twitter

This article was syndicated from Business 2 Community: McDonalds Brings Back The Hamburglar

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