McDonald’s Singapore has released a new rap to promote its latest breakfast wraps, continuing its trend of using music to connect with local culture.
The campaign was developed with creative agency Leo Burnett Singapore. The rap highlights key ingredients in the new wraps—hash browns, scrambled eggs, ham, and cheese—and presents the product as a quick, convenient breakfast choice.
A promotional video, shared on social media, shows the breakfast wrap being prepared. The lyrics of the rap appear on screen throughout the clip. In a lighthearted caption, the brand wrote, “We did a rap about our wraps, because we were so excited about them. With scrambled eggs, cheese, hash browns and more folded in a tortilla, who wouldn’t be?”
McDonald’s also confirmed that its popular Mac’ n Cheesy wrap is back on the menu.
To build anticipation, the brand teamed up with digital creator Scott Van Der Ven. He appeared in a comedic skit where two schoolboys try to impress a classmate, Hui Hui, by rapping about her favorite food. The skit served as a humorous lead-up to the rap’s release.
This latest effort follows McDonald’s earlier music-driven campaign, Lovin’ Me, launched in October 2024 for World Mental Health Day. That initiative, created with PR agency Golin, featured a song by local artist Haneri (Daphne Khoo), along with young talents WHYLUCAS and LAYYI. The campaign aimed to promote mental wellness, self-love, and resilience among youth in Singapore.
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