McDonald’s has launched a new ad campaign to mark the launch of a new “Grimace Birthday Meal and Shake,” which includes a choice of Big Mac or 10-piece Chicken McNuggets, a medium French fry, and McD’s first-ever purple shake, inspired by the iconic color of the fast-food chain’s purple pal.

The commercial includes footage of Grimace throughout the decades, celebrating his birthday in a McDonald’s restaurant. The purple creature was first introduced as a McDonaldland character in June of 1971.

“Since he was born, Grimace has always had a birthday and since he’s had a birthday, he’s always had it at McDonald’s. So, this June, we’re all invited to the party, with a special shake to celebrate,” the voiceover says in the 30-second spot, urging viewers to get Grimace’s Shake when they order his Birthday Meal at McDonald’s.

“Grimace Birthday Meal and Shake” will be available at participating restaurants for limited time, while supplies last.

The meal comes with a Big Mac, medium Fries and a medium Grimace’s Birthday Shake.

“Our fans have amazing childhood memories of their birthdays at McDonald’s… and Grimace’s Birthday is all about paying homage to the amazing, fun moments we all share,” said Chief Marketing and Customer Experience Officer at McDonald’s USA Tariq Hassan, in a release.

As part of the campaign, McDonald’s has also released a brand new Game Boy Color game that plays on actual hardware. Called “Grimace’s Birthday” and produced by Krool Toys, the hame was developed by Tom Lockwood (aka Gumpy Function) using GB Studio, a program that makes Game Boy development much easier in 2023. Players become Grimace and must locate his buddies so his birthday party can begin. During their quest, they must skateboard their way through some unique platforming levels.