McDonald’s Dollar Menu lets you eat like a hero for not a lot of money. But getting a good deal isn’t just about saving money once in a while, it’s about a lifestyle. The Dollar Menunaire lifestyle.

This advertising works to further the Dollar Menunaire campaign by not only defining this interesting creature, but by offering a wealth of savvy money-saving tips and tricks that position McDonald’s as the enabler for living the Dollar Menunaire lifestyle.

The banner ads and pre-roll videos direct the audience to a website where they can engage with a quintessential Dollar Menunaire who’s dropping non-stop knowledge and advice for smarter frugal living.