Pulse & Perspective | 6.9.2025

The Return of McDonald’s Snack Wrap

Back in April I covered the launch of the McCrispy Strips, and now, McDonald’s is making a comeback with the return of its iconic Snack Wrap, set to launch in the U.S. on July 10. While fans have begged for its return, the rollout is a calculated strategy to own the snacking space while addressing evolving consumer preferences for convenience, affordability, and…. you guessed it: chicken.

The Snack Wrap is being reintroduced with two flavors (Spicy and Ranch) at a ~$2.99 price point, strategically priced to appeal to cost-conscious consumers and bundle-focused app users. It also uses existing ingredients like McCrispy strips for easy prep. But what really sets this launch apart is the PR strategy behind it all, which includes a mix of nostalgia, internet fluency, and minimalism. Instead of issuing a standard press release, McDonald’s borrowed from Michael Jordan’s iconic two-word 1995 comeback fax with a simple, powerful headline: “It’s back.” The statement dropped via McDonald’s Newsroom.

Simultaneously, the brand launched SnackWrapFiles.com, a digital hub that includes fan-inspired posts, assets, and behind-the-scenes content aimed at fandom culture. Ongoing content drops on the hub will interest media and consumers, build anticipation, and reward fans who’ve fought the long fight across TikTok, X, and Reddit to bring the Snack Wrap back.

This isn’t just a menu update, it’s a larger brand moment that blends smart product strategy with storytelling. By leaning into fan energy, mystery, and the excitement from fans, McDonald’s is showing how even a two-word ‘press release’ can set off a nationwide countdown clock.

Fan Edits Trend, Explained

TikTok users are boosting their self-confidence with a creative new trend with the caption: “Feel ugly? Make an edit of yourself.” Videos start with a raw image or video where they may feel unattractive, insecure, or just off—and then cut to dreamy, colorful, slow-mo edits of the creator looking their absolute best. The videos usually include Rasheeda’s 2000s-era track “Got That Good,” adding a nostalgic, boss-energy vibe.

What started as a confidence boost has become an act of self-celebration. Many creators say the process of editing themselves helped shift their mindset from self-critical to self-assured. Comments are flooded with affirmations from strangers calling them “stunning,” or (my personal fav) “a literal goddess.”

The appeal? It’s intimate, it’s empowering, and it’s incredibly easy to do. Anyone with a phone and CapCut can participate, which makes the trend inclusive and deeply personal. And unlike polished influencer content, these edits are made by regular people, for themselves.

For brands, sometimes beats strict brand guidelines. Show up where your audience is, be raw, imperfect, and honest, and lean into formats that let people place themselves at the center. The brands that win will be the ones helping people feel seen, not sold to.

Thanks for reading! Catch you next Monday for more Pulse & Perspective—your quick dive into recent brand marketing, culture trends and their strategic connections.