McDonald's Monopoly starts with Stromberg

McDonald's Germany is launching the new round of its popular Monopoly sweepstakes.

From November 13, 2025 to January 6, 2026, guests can once again collect stickers and win attractive prizes.

The special feature this year: For the first time in the company's history a fictional character to the face of the campaign.

Stromberg becomes brand ambassador

Under the motto "Dad's pulling out all the stops", the cult character Bernd Stromberg, portrayed by Christoph Maria Herbst, takes on the main role in this year's Monopoly campaign.

The cynical office manager discovers his generous side and presents himself as a "big spender" who discovers the joy of giving.

McDonald's, in collaboration with the agency Scholz & Friends, has produced a six-part mockumentary series. In it, Stromberg explains, in his typically self-deprecating way, how he became the face of the fast-food chain.

The series will not only be broadcast on all McDonald's channels, but will also be teased in the end credits of the new Stromberg film, which will be released in cinemas at the beginning of December.

This is how the competition works

“Stromberg, as a cult series, connects generations,” explains Stijn Mentrop, Marketing Director of McDonald’s Germany. The mockumentary represents a new narrative approach for the important annual campaign and demonstrates the brand’s courage to embrace self-irony.

The game principle remains the same: customers receive stickers on selected products such as Big Rösti, Big Tasty Bacon, McCrispy, McFlurry, as well as large fries and soft drinks.

The codes are scanned via the MyMcDonald's app, where registered users can collect streets and train stations and redeem instant prizes.

Video: Dad's really going for it

Food vouchers and dream house

In addition to numerous instant prizes, there are also high-quality main prizes to be won. The range of prizes includes trips and experiences from partners such as Urlaubsguru, Coca-Cola and Red Bull, as well as large material prizes.

The highlights include:

– A voucher for a solid house worth 250.000 euros from Town & Country Haus.
– A BMW i4 Gran Coupé (unfortunately with electric drive).
– A Sunlight Cliff 600 Adventure Camper-Van with full equipment.
– A jackpot of 100.000 euros.

360-degree campaign across all channels

The campaign runs across all media channels – from TV and radio to social media and out-of-home advertising, all the way to the McDonald's app.

In the digital realm, the mockumentary series takes center stage and demonstrates how brand communication can work with humorous storytelling.

The fusion of film, brand and cult figure is intended to attract attention across generations.

Scholz & Friends with Banijay Media Germany were responsible for the idea and concept, Brainpool handled the production, while Markenfilm was responsible for TV, digital and social media.

Sierks Media / © Photo: McDonald's Germany / Video: YouTube