# McDonald's UK: Raise Your Arches

> Eurobest’s award report credited Raise Your Arches with a 7.1% sales increase.

- Owner: McDonald’s UK
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2023-01-13
- Peak date: 2023-01-14
- Spread Score: 46 (Notable, provisional), v1.2
- Mechanics: Challenge, Transgression, Controversy, Platform jump, Press loop

## Summary

McDonald’s launched Edgar Wright’s eyebrow film on social and TV. Twitter reactions and a union parody crossed audiences alongside paid creators and app offers. Eurobest’s award report later credited the campaign with a sales increase.

## Timeline

- 2023-01-10 — McDonald’s UK (Instagram) — McDonald’s UK teased animated eyebrow arches on Instagram before releasing the film.
- 2023-01-13 — McDonald’s UK / Edgar Wright (YouTube) — McDonald’s released Edgar Wright’s office film on social media and TV.
- 2023-01-13 — Adweek (Press) — Adweek covered a McDonald’s film that replaced food and restaurant shots with eyebrow invitations.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/mcdonalds-raise-your-arches

Cite as: How It Spread (2026). “McDonald's UK: Raise Your Arches.” Case HIS-00288. Spread Score v1.2: 46/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00288