McDonald’s Saudi Arabia has reported that its nationwide Jujutsu Kaisen collaboration reached 26 million people, making it one of the quick-service restaurant chain’s most successful culturally driven marketing campaigns in the Kingdom. Developed by independent creative agency Them Again, the initiative blended anime, dining and collectibles into an immersive consumer experience that generated strong digital engagement and in-store traffic.
Launched in April, the campaign was built around the theme “Expand The Golden Domain,” inspired by the popular anime series’ “Domain Expansion” concept. Rather than relying on traditional advertising, the campaign integrated limited-edition menu offerings, collectible Jujutsu Kaisen character figurines, anime-themed restaurant transformations and creator-led content to connect with Saudi Arabia’s rapidly growing anime community.
According to campaign results released by Them Again, the 42-day activation generated 146 million impressions and reached 26 million people. It also delivered 100.4 million video views with a reported 100% completion rate, 9.07 million engagements, including 1.35 million clicks, 233,000 profile visits, and attracted 8,039 new organic followers across social channels. Approximately 70% of those reached were aged between 18 and 34, underscoring the campaign’s resonance with younger consumers.
Bassam Suleiman AlSuhail, Marketing Director at Riyadh International Catering Corporation (McDonald’s Saudi Arabia), said the collaboration reflected the company’s ambition to engage customers through culture rather than conventional marketing. “Our audience here is young, culturally engaged, and have high expectations. Partnering with Jujutsu Kaisen has allowed us to meet them where their passion actually lives. It is exactly the kind of bold, locally relevant work we want to be known for; a clear statement that McDonald’s Saudi Arabia is a cultural brand, not just a category leader.”
Hagar Bakhtiar, Marketing Director at REZA Food Services Co. (McDonald’s Saudi Arabia), praised the agency’s role in delivering the campaign. “Working with Them Again on this has been a genuine pleasure. They took the ambition off our desk and ran with it, from the strategic case for anime through to every frame of the rollout. They operated as a true end-to-end partner. It is rare to find an agency that combines strategic clarity and creative craft at this level.”
Colin Talbot, Managing Director at Them Again, said the campaign demonstrated the impact of combining strategic planning with cultural relevance. “This is the kind of work we built Them Again to do. We were asked to help McDonald’s re-enter culture, not just run a campaign, which meant earning the right to be part of a fandom as passionate as JJK’s. We identified the IP, shaped the partnership and delivered it end-to-end. The results – 146 million impressions, 26 million people reached and real in-store momentum – show what’s possible when strategy, creative and craft move as one.”
Ben Griffiths, Executive Creative Director at Them Again, added that authenticity was central to the creative approach. “Jujutsu Kaisen has a fanbase that knows every detail. The brief was to create work fans would share, not just look at. Expanding the Golden Domain was built to honour the JJK universe while still feeling like McDonald’s, with every touchpoint earning its place. Seeing it spread into global fan communities shows the craft landed.”
The campaign included specially created meals and exclusive collectibles while selected McDonald’s restaurants across Saudi Arabia were redesigned with anime-inspired interiors to create an immersive brand experience for fans. The activation forms part of McDonald’s Saudi Arabia’s broader strategy of using entertainment partnerships and fan communities to strengthen customer engagement and drive restaurant visits.
