McDonalds’ Snack Wrap revival taps into young people’s love of nostalgia and novelty. After teasing its return for months, the July relaunch generated a major spike in foot traffic, thanks in part to a campaign that leaned into 2000s throwbacks, featuring an old school web portal to drum up excitement. It was a smart move to score young consumers: according to YPulse, 82% of 18-24-year-olds (the ones who would really remember the OG Snack Wrap) enjoy snacks that remind them of childhood, and our data shows McDonald’s consistently ranks as 13-39-year-olds’ favorite fast-food brand. But while young consumers crave comfort food with emotional ties, they’re also excited by new flavors—making the new Snack Wraps a blend of familiar and fresh, especially for “a generation of consumers who weren’t around during the products heyday.” (Marketing Dive)
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