RIZAL, PHILIPPINES — In an exciting blend of tradition and innovation, McDonald’s Philippines has reimagined its Ride-Thru experience by turning it into a festive parade route. This marks a new chapter in the brand’s efforts to connect with Filipino culture.
Building on the success of its “Carabao-Thru” activation in 2022 at the Kneeling Carabao Festival in Pulilan, Bulacan, McDonald’s and its creative agency, TBWA\SMP, has expanded the concept this year by partnering with Angono’s famed Higantes Festival, an event known for its towering, vibrant paper-mâché figures.
@mcdoph Iba talaga ang saya sa Higantes Festival—parang pasko sa Angono!
♬ original sound – McDo_PH – McDo_PHKaya naman, nagpa-fiesta rin kami ng free Large Meals for our Higantes, deserve nila ‘yan eh! Pa-pa-ra-da-na.
Kaya naman, nagpa-fiesta rin kami ng free Large Meals for our Higantes, deserve nila ‘yan eh! Pa-pa-ra-da-na. 
However, this is only the beginning of the brand’s efforts to connect closer to local communities. Ashley Santillan – Delgado, McDonald’s Marketing Director, shared, “The idea behind McDonald’s Parade-Thru platform is a simple but powerful step forward in highlighting our message: at McDonald’s Ride-Thru, all rides are welcome – even Higantes”
The towering figures, which are usually paraded through the streets of Angono as part of the annual festivities, paraded-thru McDonald’s, Pueblo Angono. This playful activation captured the attention of both festival-goers and regular Ride-Thru customers, creating a scene that was a surprising detour to the traditional parade. One customer that witnessed the activation shares, “I never expected a Higantes could fit inside a McDonald’s Ride-Thru. Before this, I thought only cars could go there. So, this was really fun to watch.”
As part of the activation, the giants’ operators were treated to complimentary large meals as a tribute to their dedication and effort. Big talent got its big break at McDonald’s.
As McDonald’s continues to explore new ways to engage with customers and communities, this expansion of the Ride-Thru experience signals the brand’s ongoing commitment to creating memorable, culturally relevant experiences for Filipinos nationwide. “With 2025 marking a new chapter, people can expect so much more as McDonald’s puts the spotlight on other local fiestas – both big and small” Ashley Santillan-Delgado added.
The gesture highlighted McDonald’s commitment to the local community. It reinforced the brand’s values of inclusivity by driving right into the heart of Philippine culture.
The post The Higantes are now welcome at McDonald’s Philippines’ Ride-Thru, adding a whole new meaning to inclusive service appeared first on adobo Magazine Online.