The Hamburglar detects scoliosis in McDonald's and Scoliosis PH campaign

The infamous Hamburglar, a beloved McDonaldland character, has traded his burger-snatching ways for spinal health awareness in a new campaign with McDonald's Philippines and Scoliosis Philippines. 

The campaign sees the miscreant in a viral TikTok video delivering a cheeky message on spinal health.

"Thank you for tagging me. You like my striped fit, huh? They aren't just for cool fits—they can also help you spot signs of scoliosis. It's easy. Do the #StripesFitCheck with me," said the Hamburglar in the video. 

Don't miss: McDonald's SG puts the fun in fundraising with limited-edition mismatched socks 

This comes after Scoliosis Philippines unveiled its "#StripesFitCheck" campaign. 

The campaign saw Filipinos donning their best striped shirts to check for signs of scoliosis. The campaign went from fit check to check-up with celebrities such as Catriona Gray, Carla Abellana and Inka Magnaye on board. 

As part of #StripesFitCheck, participants had to wear a fitted horizontal striped shirt, stand against a plain wall or grid, relax and check if their shoulders, hips and ribs are level and to contact a medical provider if there are any noticeable unevenness. 

Participants were then encouraged to share the content on social media and tag their friends. 

According to a statement seen by MARKETING-INTERACTIVE, the #StripesFitCheck campaign saw 46 million social media impressions. 

The Hamburglar is not the only McDonaldland character to feature in a campaign as of late. In Singapore, McDonald's released limited-edition Ronald and Grimace mismatched socks to put the fun in fundraising this McHappy Day 2024. 

The socks feature beloved McDonaldland characters Grimace and Ronald McDonald and will be available for purchase island-wide in-store, for takeaway or via Drive-Thrus for SG$10.

Proceeds from the sale of socks will go towards Ronald McDonald house charities (RMHC) Singapore, supporting families with seriously ill children. 

Related articles: 
McDonald’s SG releases song, new initiatives for youth mental wellness 
McDonald's SG snags marketer of the year crown at the Marketing Excellence Awards 2024  
McDonald's X Crocs collab lands in HK to surprise Gen Alpha