Pretentious restaurants and upscale grocers sell the same stuff as McDonald's, says the brand

U.K. campaign puts a humorous spin on food quality push

Published On
Sep 13, 2019

Editor's Pick

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."

Credits

Date
Sep 13, 2019
Client:
McDonald's
Agency:
Leo Burnett-London
Agency Contact:
Imogen Malone
Business Director:
Sam Houlston
Account Director:
Jessica Lyons
Account Director:
Steph Bates
Account Manager:
Imogen Malone
Account Executive:
Sophie Hedgley
Project Manager:
Jamie Teale
Chief Creative Officer:
Chaka Sobhani
Creative Director:
Graham Lakeland
TV Producer:
Lou Pegg
Senior Social Media Manager:
Rory O’Neill
Marketing Director Brand Experience & Media:
Ben Fox
Marketing Manager:
Chloe Bissell
Senior Brand Manager:
Hollie Subhan
Social Media Manager in Chief:
William Bonaddio
Head of Campaigns and Communities:
Louise Page
Creative Team:
Gareth Butters
Strategy Director:
Max Keane
Planner:
Joe Beveridge
Designer:
Phil Bosher
Photographer:
Chelsea Bloxsome
Media Agency:
OMD
Media Planner:
Grant Beckley
Production Company:
Thomas Thomas Films
Production Company:
Trent Simpson
Director:
Tiny Bullet
Director of Photography:
Jim Jolliffe
Post Production:
MPC
Prod Designer:
Steve Smithwick
Offline:
The Quarry
Editor:
Owen Oppenheimer
Media Agency:
Laurence Ruthven
Media Agency:
Grant Beckley
Media Agency:
Anna Martorana
Media Agency:
James Devine
Media Agency:
Kate Samuels

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