McDonald’s social chief: We didn’t plant ‘Grimace Shake’ TikTok trend — and we weren’t sure we should jump on it
July 13, 2023
McDonald’s denies planting the viral “Grimace Shake” TikTok trend, which involved users faking injury or death after drinking the limited-edition Grimace Birthday Meal milkshake. Guillaume Huin, McDonald’s U.S. social media director, stated that the trend was “all from the fans” and the initial spark came from a TikTok user named Austin Frazier. The trend generated billions of views, millions of mentions, and millions of engagements online, becoming a top trend on Twitter, TikTok, and Snapchat, although its impact on sales is unclear.
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