McDonald’s leveraged young Hispanics’ deep connection to music by collaborating with Latin urban crooner Jay Wheeler, known for his social media content highlighting his special bond with his abuela. Through the partnership, Jay helped inspire fans to celebrate their abuelas by treating them to the new Grandma McFlurry. Fans were encouraged to participate in the #GrandmaMcFlurrySweepstakes TikTok contest, featuring Jay’s cover of the iconic song “Piel Canela” (which he sang to his abuela in the video!), for a chance to win a serenata (serenade) by him. Fans, influencers and media got the opportunity to experience the sweetness and see Jay IRL through exclusive experiences at the Grandma McFlurry Mobile in NYC and Abuela’s House activation in Miami, food drops of the new McFlurry, and culture-inspired mailers with custom merch featuring Spanglish nods to abuela.