McDonalds is creating a blast from the past with the return of Grimace.

McDonalds is creating a blast from the past with the return of Grimace. As part of McDonald’s new campaign starting June 12, the Grimace Birthday Meal will be available to consumers, featuring either a Big Mac or 10-piece McNuggets, fries, and a limited-edition purple shake to represent the furry purple character. This effort is part of an ongoing marketing mission of the fast-food chain to resurrect the sentimental feelings of childhood of older consumers; other campaigns included the adult Happy Meal and McRib Farewell Tour. The chief marketing and customer experience officer of McDonald’s explained the intent behind Grimace’s birthday party is to “continue to drive McDonald’s relevance with a new generation. Grimace is the perfect lovable icon to have McDonald’s meet our fans at the intersection of nostalgia and culture.” YPulse’s Brand Loyalty report shows 74% of Millennial parents agree they are more loyal to brands they used growing up, so blasts from the past remind them how long a brand has been in their life—and how much their kids will enjoy it, too. (Marketing Dive)