McDonald's latest U.K. campaign is another push on the quality of its ingredients -- free range eggs, one hundred per cent British and Irish beef and so forth. That's not a new approach, but the way it's done is refreshing.
Two new ads by Leo Burnett remind viewers that its ingredients are also used by other outlets -- an upscale supermarket where there are 17 granola aisles, smoked salmon the "value" range and food in wooden crates. Or a pretentious restaurant with over-attentive waiters, dim lighting and a bill that nearly gives you a heart attack. Tiny Bullet directed the films via Thomas Thomas films.
The campaign also includes OOH in close proximity to retail stores to target consumers on their way to supermarkets, social posts that poke fun of foodie influencers and contextual YouTube bumpers that are served before recipe videos.
Ben Fox, director brand, experience & media at McDonald’s, says in a statement: “We have invested in telling our food provenance story for a number of years and earned the right to grow more confident in our approach over time. Customers gave us permission and challenged us to be bolder still. We’re delighted with the campaign – it delivers a boring trust message, in a fun, memorable way and represents another confident step forward for the brand."