11:00 am

Forever a contentious time for Canadian McDonald’s breakfast lovers. If you’re not the early bird type, then getting that classic Egg McMuffin hot off the grill can be a real struggle.

Say no more fam. A new era at McDonald’s has begun.

We introduced #AllDayBreakfast to Atlantic Canada by throwing two midnight breakfast parties within 24 hours, in both Halifax and St. John’s, to reward loyal McDonald’s customers for their patience, passion, and enthusiasm.

To maximize the reach to the night owl/student/youth population, we partnered with local social media hubs, influencers, and food bloggers, as well as created an out of home advertising campaign executed at regional post-secondary campuses.

We partnered with Alex MacLean of East Coast Lifestyle, and collaborated on a limited edition co-branded onesie set of pyjamas that would be given out for free to midnight breakfast party guests.


We sang. We danced. We ate 600+ Egg McMuffins. All to celebrate the Canadian arrival of McDonald’s #AllDayBreakfast


McDonald’s Canada is one of the world’s leading foodservice retailers. From coast to coast, they serve delicious choices to more than 2.5 million people in over 1,400 locations every day.


 Agency: Cossette
Creative Director: Vicky Morin
Art Director/Designer: Greg Dubeau
Copywriter: Adrian Comeau
Account Director: Maude Drouin-Halou
Account Manager: Sarah Densmore
Video Production: Buoy Marketing + Production
Producer: Don Veinish
Producer/Director: Ben Bennett
Cinematographer: Kevin Fraser
Special Event Planning: Prime Marketing
Apparel Design: East Coast Lifestyle