Ad agency Translation has been named agency of record for McDonald’s African American Consumer Market. Previously the fast-food giant worked with Burrell Communications for work focused on that market.     

The agency has kicked off the partnership with a new launch campaign for the return of the fast-food chain’s Snack Wrap.  

The campaign introduces a new character called “Unc,” designed to amplify the hype around the Snack Wrap for a new generation of fans. Sample the creative  here and here.   

The Snack Wrap was first removed from the chain’s U.S. menu in 2016 and officially discontinued in 2020. Fans reportedly lobbied for its return, although “Unc,” played by actor Hassan Johnson (The Wire, Brooklyn’s Finest) takes credit for the reinstalment in one of the ads.   

According to the agency, it will build on “McDonald’s rich legacy of cultural relevance, deepening the brand’s connection with the African American community through resonant and authentic storytelling.”  

The agency has done work for the fast-food giant in the past, including the iconic “I’m Lovin’ It” jingle and the “Think with Your Mouth” Big Mac campaign.  

“With this collaboration,” the agency stated, “McDonald’s will extend its cultural relevance and unlock new ways to connect with the African American audience through community-driven narratives.”