McDonald’s has introduced a tantalizing new addition to its menu as it celebrates 31 years of the beloved Cheddar McMelt in Brazil. On April 15, 2025, the fast-food giant launched the Super Cheddar McMelt Bacon, a limited-time offering that pays homage to the classic sandwich that first debuted in 1994. This new version retains the original's core ingredients while adding crispy bacon and an extra layer of cheddar sauce, making it a must-try for fans.
The Super Cheddar McMelt Bacon features a 100% beef hamburger, grilled onions marinated in soy sauce, and is served on dark sesame bread. The addition of crispy bacon and a generous helping of cheddar sauce elevates the sandwich, appealing to both long-time enthusiasts and new customers alike. The Cheddar McMelt has become a staple in Brazil, and this new iteration aims to reinforce its status as a fan favorite.
Customers can enjoy the Super Cheddar McMelt Bacon at all McDonald’s locations or through the McDelivery service via the Méqui app. For those enrolled in the Meu Méqui loyalty program, the classic Cheddar McMelt is available for 40,000 points, while the new bacon-infused version can be redeemed for 45,000 points.
The introduction of the Super Cheddar McMelt Bacon is accompanied by an engaging marketing campaign created by Galeria.ag, themed "É cria do Brasil!" This campaign aims to celebrate the emotional connection Brazilians have with the Cheddar McMelt. The promotional film, which will be aired on open TV, reminisces about the sandwich's journey through various cultural moments in Brazil, showcasing everyday scenarios like street football games, gatherings among friends, and the impact of digital culture.
Rodrigo Marangoni, the executive creative director at Galeria.ag, highlighted the significance of the Cheddar McMelt in Brazilian culture, stating, "In Brazil, cheddar only has one meaning. When someone says they are craving cheddar, everyone knows they are referring to the Cheddar McMelt." This insight underscores the sandwich's iconic status in the country.
In addition to the television campaign, the marketing efforts will extend to social media, where the Melted Videos profile will be renamed McMelted Vídeos. This profile will feature exclusive content, including personalized memes and discount coupons for followers, further engaging the audience and enhancing their connection to the brand.
The campaign will also include out-of-home (OOH) advertising and influencer activations, ensuring a comprehensive reach across various platforms. The goal is to celebrate the Cheddar McMelt not just as a menu item but as a symbol of Brazilian identity and nostalgia.
Since its launch in 1994 as a limited edition, the Cheddar McMelt has become a permanent fixture on McDonald’s menu in Brazil, thanks to its warm reception from customers. The Super Cheddar McMelt Bacon is a testament to the brand's commitment to innovation while honoring its rich history.
As McDonald's continues to adapt and evolve its offerings, the introduction of the Super Cheddar McMelt Bacon serves as a reminder of the brand's deep-rooted connection to Brazilian culture and consumer preferences. With its rich flavors and nostalgic appeal, this new sandwich is poised to capture the hearts and taste buds of many.
In summary, the Super Cheddar McMelt Bacon is more than just a culinary delight; it represents a cherished tradition for many Brazilians. As the campaign unfolds, it will undoubtedly reignite fond memories and create new ones for fans of the iconic Cheddar McMelt.
