With a suite of visual assets that felt unmistakably on-brand while better connecting with a younger audience. The result was Buster — a bold, character-led idea that brought the brand to life.

As the official “spokesbuffalo,” Buster transforms the menu into an experience, delivering content in a playful, high-impact way that captures attention and drives engagement. Designed with flexibility in mind, his character extends seamlessly across costumes, scenarios, and seasonal moments — often adding humour and personality to hero menu items.

Beyond social, Buster has evolved into a central brand asset, anchoring broader campaigns including kids meals and collectible battle cards. Functioning as both an informative guide and a recognisable mascot, he reinforces brand recall while creating a cohesive, character-driven ecosystem across touchpoints.