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McDonald's relaunched its Hamburglar character as a suburban dad.
What a difference 13 years makes! To herald the arrival of their new Sirloin Third Pound burger, McDonald’s has relaunched one of its trademark mascots, Hamburglar, giving the character — last seen on TV in 2002 — a human form . . . as a suburban dad!
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The fast food chain’s latest incarnation of the burger thief is a far cry from his predecessor. Instead of a roly-poly one-toothed cartoon character, Mickey D’s new Hamburglar still dons the stripes, but adds some scruff and a toothy megawatt smile.
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“We felt it was time to debut a new look for the Hamburglar after he’s been out of the public eye all these years,” Joel Yashinsky, McDonald’s’ Vice President of U.S. Marketing told Mashable. “He’s had some time to grow up a bit and has been busy raising a family in the suburbs and his look has evolved over time.”
On Wednesday, the chain started featuring the character in online spots posted to social media, offering diners a glimpse at his new hot-dad life. Using the Hamburglar’s signature “Robble Robble” catchphrase, the spot catches Mr. H grilling in his backyard when a McDonald’s ad touts the new burger, available for a limited time only. With that, the new masked man drops his spatula and springs into action. The Hamburgler will also make a cameo in an upcoming TV commercial running later this year.
