McDonald’s France has unveiled a creative marketing operation titled “Mercato des Légendes” (Legends’ Transfer Window) to celebrate the return of its most iconic recipes, timed perfectly with Ligue 1’s winter transfer window.
As the title partner of Ligue 1, the fast-food giant collaborated with BBDO Paris to create a campaign that draws a direct parallel between football icons and legendary menu items. The campaign officially launched in restaurants on January 13 and will run through February 9, 2026.
The “Team Lineup” of Returning Favorites:
The campaign treats returning products like star signings, assigning them “positions” on a football pitch:
- The Playmaker (No. 10): The Triple Cheeseburger returns as the undisputed star.
- The Winger: Wavy Fries are back to bring “flair” to the sides.
- The Finisher: The Big Mac™ Chicken enters the game as a reliable scorer.
- The Impact Sub: The Oreo® McFlurry™ is highlighted as the fan-favorite closer.
- Support Staff: The lineup also includes Green Apple Sprite® and the iconic Big Mac™ Sauce.
Strategic Activation
The campaign was first teased during the 17th round of Ligue 1 matches on January 3 and 4, 2026, featuring stadium displays and social media content that referenced former Ligue 1 legends like Ludovic Giuly, Rio Mavuba, and Jean-Claude Darcheville.
By using the language of the “Mercato” (transfer market), McDonald’s successfully positions its seasonal menu updates as cultural events for both football fans and food lovers.