McDonald’s Canada is marking the 30th anniversary of the McFlurry with a campaign that pays tribute to the East Coast roots of the iconic dessert. Titled “An East Coast Original”, the initiative transforms advertising into a gallery space, showcasing handcrafted works from seven Atlantic Canadian artists.
Created in partnership with Cossette, the campaign highlights traditional mediums that feel refreshing in today’s digital-first landscape. From rug hooking and quilting to stained glass, driftwood sculpture, and cyanography, each artwork reimagines the McFlurry through textures, colors, and narratives tied to the region.
Rather than running conventional ads, McDonald’s is presenting these creations as curated pieces, displayed in out-of-home placements, online video, and across social platforms. The approach emphasizes not only the beauty of the art but also the cultural resonance of East Coast craftsmanship.
“This campaign is a love letter to East Coast ingenuity,” said Melissa Hains, director of field marketing at McDonald’s Canada. “Every element is handcrafted by local artists, inspired by the same spirit of originality that gave birth to the McFlurry 30 years ago. It’s our way of honouring the place and the people, where innovation meets tradition, and creativity is part of the culture.”
Among the featured works are a rug-hooked depiction of Hopewell Rocks in cream and sea-blue tones echoing the swirls of a McFlurry, a stained-glass panel catching the light like soft-serve under the sun, and a cyanograph print of local flora evoking the natural beauty of Atlantic Canada.
By embracing hands-on artistry, the campaign underscores the region’s deep-rooted maker culture, showing how everyday experiences can inspire deliberate, tactile creations. “All pieces are original. Analogue. Hand-made,” said Jason Hill, executive creative director at Cossette. “It’s refreshing to see this kind of authentic craft in a campaign, especially one that reflects the region that gave birth to the McFlurry.”
With “An East Coast Original”, McDonald’s Canada celebrates not only three decades of a dessert enjoyed worldwide but also the proud cultural legacy of its birthplace. The anniversary is being marked with promotions across the summer, including limited-time flavours like the Birthday Cake McFlurry, made with 100% Canadian dairy.
