Lane Hutson stars in McDonald’s advertising campaign

Lane Hutson steps into Montreal’s McJoueur spotlight

Montreal Canadiens defenseman Lane Hutson is the latest player to step into the role of the franchise’s featured commercial representative, succeeding goaltender Samuel Montembeault.

Quebec McDonald’s campaign puts focus on a personal favorite

Known by the promotional title of “McJoueur,” the 22-year-old blueliner stars in a new advertising campaign for McDonald’s restaurants across Quebec. The promotion features the player’s preferred meal, a six-piece chicken McNuggets combo, and offers fans purchasing the meal through the chain’s mobile application a chance to win various prizes, including a trip to Bolzano, Italy.

Cossette agency taps into authentic fan engagement

When we learned that Lane Hutson’s favorite meal at McDonald’s was the McNuggets combo, it became obvious for us to build on that, said Rémi Charpentier, strategy director at Cossette, the agency that prepared the advertising campaign in collaboration with McDonald’s. By relying on his genuine favorites, we touched on something very authentic and accessible. Giving fans the chance to win his preferred experiences then became an organic way to engage Quebecers.

Following a tradition of star-studded franchise faces

Hutson follows a line of Canadiens players who have held the promotional designation in recent years. Previous iterations of the campaign featured forwards Juraj Slafkovsky and Cole Caufield, as well as former club mainstays Brendan Gallagher, Shea Weber, and Max Pacioretty.

Historic scoring stretch matches commercial success

The marketing rollout arrives alongside a historic scoring stretch for the young defenseman. Hutson collected his 136th career assist on a goal by Alex Newhook during a game against the Dallas Stars, surpassing Henri Richard for the most assists by a Canadiens player before the age of 23. Richard had previously held the franchise benchmark with 135 assists.

Pacing for unprecedented early-career milestone numbers

At 22 years and 257 days old at the time of the milestone, Hutson sits atop the club’s under-23 assist list and remains on pace to record at least 60 assists for a third consecutive season to start his career.