McDonald’s and its Michigan co-op have a lasting presence in Detroit, and the activation reinforces the brand’s commitment to fostering genuine connections, supporting local businesses and talent, and honoring the city’s rich heritage. Spearheaded by Doner, McDonald’s local marketing and media agency for Michigan, 313 Day is named after Detroit’s first area codes and serves as an annual celebration of the city’s rich cultural heritage.
McDonald’s first launched a full-scale activation in 2024, which saw success as participating restaurants quickly ran out of exclusive merchandise, drawing lines of excited customers eager to take part. With the fully realized campaign in its second year, the brand is expanding its reach with a bigger, bolder activation in collaboration with Pensole Lewis College of Business & Design (PLC), Vernors, and a network of 36 McDonald’s locations in and around Detroit.
The 313 Day Meal sits at the center of the campaign. It features a double Filet-o-Fish meal, four-piece nuggets, and a Boston Cooler, made with a Detroit staple, Vernor’s Ginger Ale and a scoop of vanilla ice cream. The menu item will be available exclusively on March 13. With the purchase of the meal, customers will receive a limited-edition 313 Day tee shirt designed by Ameera Haynes, a student from Pensole Lewis College, Michigan’s only Historically Black College and University. The design focuses on Detroit’s unique artistic identity, reinforcing McDonald’s commitment to supporting local talent and investing in the community’s future.
Beyond the meal and merchandise, the activation consists of strategic media placements and community engagement efforts including radio partnerships with 97.9 FM, social content across Facebook and Instagram, and a press conference featuring local leaders and personalities including Mayor Mike Duggan, James Nice, National Account Executive, Keurig Dr Pepper, and President of PLC Detroit, Dr. D’Wayne Edwards. The involvement of Vernors — one of Michigan’s most iconic beverage brands further the activation’s commitment to highlighting local brands.
The campaign builds on last year’s successful event marked by overwhelming demand, with shirts selling out within minutes, long drive-thru lines, and local media coverage. McDonald’s presence in Detroit extends far beyond 313 Day, but the campaign serves as a powerful example of how national brands can effectively connect with local communities.
“This campaign is about more than just driving traffic. It’s about authentically embedding McDonald’s into a moment that matters to the Detroit community,” said Briana Wright, Lead of the African American Consumer Market for McDonald’s in Michigan and creator of the current 313 Day Activation, at Doner. “From the locally designed shirts to the partnership with Vernors bringing back the Boston Cooler and Pensole Lewis College of Business & Design, every element is a nod to the city’s deep heritage and culture and the immense pride behind our city.”
“Working with Pensole Lewis College allowed us to create something truly special that represents Detroit,” said Brian Temple, McDonald’s Owner/Operator and 2025 AACM Lead. “It’s not just a promotion — it’s a collaboration with the city and its people.”
“Vernors has been a part of Detroit’s culture for generations, and we’re proud to partner with McDonald’s to bring back the Boston Cooler as part of this celebration,” said James Nice, National Account Executive, Keurig Dr. Pepper. “313 Day is about honoring the unique flavors, traditions, and spirit of Detroit, and we’re thrilled to be a part of it.”
“PLC Detroit is committed to uplifting and empowering the next generation of designers, and this collaboration is a perfect example of that mission in action—a full-circle moment for me,” said Dr. D’Wayne Edwards, President of PLC Detroit. “As a former McDonald’s employee, providing our students the opportunity to design something for such an iconic brand while celebrating Detroit’s rich history is truly special.”
