Rome is the city with the greatest concentration of historical and archaeological heritage in the world. Its historic center, a UNESCO World Heritage Site, holds over 16% of the world’s cultural assets. Often described as an “open-air museum”, Rome constantly reveals its past: every excavation brings history to the surface, as demonstrated by the many discoveries made during construction works ahead of the Jubilee - the major 2025 event drawing more than 105 million visitors. For the occasion, McDonald’s launched the Welcome to Rome Menu, specially curated for Jubilee visitors, featuring an unexpected discovery: a mosaic depicting ancient Romans feasting on fries and hamburgers, installed within an archaeological excavation in Rome’s main gallery. A warm invitation to enjoy McDonald’s iconic classics in the world’s most classic city. The mosaic was created using ancient Roman techniques by a team of ten mosaic artists, who hand-laid 18,000 tiles to complete the artwork. It was “discovered” by archaeologists on May 29, 2025. Images of the find quickly spread worldwide, turning the campaign into a global sensation. The Mosaic attracted 3 million visitors in just one week and generated €3.88 million in earned media, significantly boosting brand visibility and engagement during Jubilee 2025.