The biggest revamp for McDonald’s in over a decade is finally here. Black & Positively Golden is their new, campaign movement designed to uplift and inspire Black communities across the country. It highlights all things positive and focuses on stories of truth, power and pride, while celebrating Black excellence through education, empowerment and entrepreneurship.

McDonald’s has always been an active member in the communities it serves and has been fundamental to the business since its inception. Therefore, Black & Positively Golden is a natural extension of the brand’s long-term commitment to the African-American consumer, and part of its larger efforts to reconnect with customers and build a better McDonald’s.

This campaign is the brain child of the McDonald’s team here at Burrell, led by VP Group Creative Director, Rebecca Williams.

Follow the movement on IG at @WeAreGolden.