McDonald's relies on just one golden arch in latest campaign

Outdoor ads for McDelivery were created via Leo Burnett London

Published On
Feb 22, 2021

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Having just unveiled its latest packaging redesign featuring more minimalist graphics, McDonald's is also getting bolder than ever in terms of how logo-free it's prepared to go in its advertising.

Its latest U.K. outdoor campaign, created via Leo Burnett and promoting McDelivery while restaurants are closed to dining, uses just one half of the iconic golden arches. The design shows the yellow of the single arch lighting up rooms in otherwise dark houses and apartment blocks, together with the simple message: "We deliver." While there's no mention of McDonald's or even McDelivery anywhere, nearly everyone will know what it means.

It's the latest in a series of moves taken by the fast feeder using a minimalist approach to branding; they include TBWA/Paris' 2020 campaign comprising billboards of close-up photography of a Big Mac, fries and cheeseburger with actual bites taken out of them. Leo Burnett also created a previous campaign for the U.K. in which billboards simply listed McDonald's ingredients—such as muffin, egg, burger, bun and cheese—stacked on top of each other.

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