A year after it launched in the U.S., McDonald's is rolling out its MyMcDonaldsRewards loyalty program in the U.K., backed by a multichannel campaign that includes a heartwarming TV spot.
The campaign, by longtime agency Leo Burnett London, kicks off this week with the commercial, which depicts a soulful trucker driving around Britain and picking up McDonald's rewards on his various stops.
Throughout the film, we see him missing his partner at home and thinking about her as he sings along to "Coming Home" by Leon Bridges. After his various McDonald's visits, his McDonald's app shows he has enough rewards for a McChicken Sandwich, and he presents it to his partner as a gift on his arrival home.
The spot, directed by Max Weiland of Somesuch, includes sweeping views of the British landscape, roads and bridges. It was printed onto 35mm film to give it a cinematic and grainy look, according to the agency.
The ad will be supported by social, influencer, radio and out-of-home content. Each will promote the arrival of MyMcDonald’s Rewards, with educational snippets showing exactly how users are able to engage with the program while outlining rewards. The campaign has also included a CRM push via Armadillo to explain the program to users, and a social media and PR effort by Oliver and Ready 10 with TV presenter Rylan Clark-Neal that saw him embark on a tour of the U.K. with a "Rewards Squad" of celebrity talent.
The launch also marks McDonald's first paid U.K. campaign with TikTok, featuring exclusive content from its "Rewards Squad."
“We are delighted to be bringing MyMcDonald's Rewards to the UK, giving the nation even greater value and more of those rewarding moments that fans of the brand love so much," said Kat Howcroft, head of marketing at McDonald’s U.K. and Ireland, in a statement. "This campaign epitomizes the importance of those little lifts and I cannot wait to see what everyone thinks of it."
McDonald's launched the MyMcDonaldsRewards program in the U.S. in July 2021, and the program is critical to its long term sales growth efforts. It has since signed up 26 million members.