McDonald’s has launched an AR campaign with Blippar as part of its UK Christmas campaign.

The fast food restaurant’s tray inserts will trigger content in the Blippar app – either a virtual advent calendar or a sleigh-riding game – which will offer customers the chance to win £10 Amazon gift cards will be up for grabs for customers using an augmented reality tray mat.

It’s part of a wider eight-week multichannel Christmas campaign, which encompasses outdoor, digital and in-store packaging, as well as the 90-second film at the campaign’s heart.

Created by Leo Burnett, the film focuses on a wooden doll called Juliette who comes to life and, naturally, pops into her nearest Maccy D’s.

McDonald’s isn’t a brand most would associate with Christmas, and it certainly doesn’t have the same legacy of Christmas ads as the likes of John Lewis and Coca-Cola, but it’s hoping to turn that around with this campaign, which is its “biggest ever,” according to McDonalds UK VP food & marketing Emily Somers.