McDonald's Is in a Pickle—and Lovin' It

With this digital activation, you can take that crunchy green stuff to the bank

We live in a wondrous world where pickles—those briny media darlings—are bankable currency, thanks to a digital push in the Nordics from McDonald’s.

Now, when customers axe pickles from their app or kiosk orders, they’re placed in a digital “pickle bank.” Up to four of the sour, salty slices can then be withdrawn for free and added to meals by pickle fans.

You can watch this promo for all the dill-tails:

Tried too hard up there with “dill-tails.” Sorry. Couldn’t contain myself.

“This idea is built on the simple truth that no topping sparks more emotion than a pickle,” says Tim Fremmich, creative director at Nord Copenhagen. “By tapping into the pickle debate that lit up social, and the playful rivalry between pickle lovers and haters, we turned a preference into a shared experience.”

The work breaks this week across social media.