Consumers will be invited to visit the chain's website at www.mcdglobalcasting.com to submit pictures of themselves and explain what they love in life - from painting to music - in 100 words.
Twenty-five winning consumers will be taken to London for a photo shoot and holiday. Their images and chosen passions will then appear on the packaging.
Sources claim the promotion is intended to provide the 'I'm lovin' it' campaign with a more realistic representation of what consumers really enjoy.
Although McDonald's has previously featured images of employees and sports stars on packs, this is the first time it has invited consumers to appear.
The promotion will be supported by point-of-purchase and in-store activity as well as TV ads in selected markets.
Design work for the campaign has been handled by Boxer, sister company of The Marketing Store, which will work on in-store activity.
The promotion marks the latest change to McDonald's packaging. Last year it introduced front-of-pack nutritional labelling in a radical step to inform consumers of the content of their food (Marketing, 5 October).
The fast-food giant's business has suffered from growing consumer concerns over healthy eating; it recently announced that it was closing 25 stores in the UK.
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