The McFarmer, McRancher, and McTimber are iconic burgers and long-standing licensed products at McDonald’s, beloved across generations since their launch in 2011. The challenge: bringing them back by tapping into the playful, parodic worlds of classic American archetypes—embodied by three characters: the farmer, the rancher, and the lumberjack.

Everyone has a favorite among the three characters—which sparked the idea of a fierce, lighthearted competition to decide: Who will be the best? In the film, each character embodies their respective burger and battles for screen dominance, each trying to outshine the others.

To bring this playful rivalry to life, TBWA\Paris teamed up with the renowned Aardman Studio. The use of stop-motion animation added a rich layer of humor and charm to the campaign. The puppets were meticulously crafted from celluloid, while their costumes and sets were built as miniatures using raw, tactile materials like wool, denim, wood, and straw. Each character was then animated frame by frame—bringing the burgers and their larger-than-life personas to life with Aardman’s signature style.