McDonald's sweet trucker tale rolls out loyalty program in the U.K.

'Coming Home' ad launches MyMcDonald's Rewards, which debuted a year ago in U.S.

Published On
Aug 02, 2022

Editor's Pick

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. 

Credits

Date
Aug 02, 2022
Client :
McDonald's-UK
Client :
McDonald's
Agency :
Leo Burnett-London
Director :
Max Weiland
SVP Chief Marketing Officer :
Michelle Graham-Clare
Director of Marketing :
Steve Howells
Director of Digital :
Karl Boyce
Head of Marketing :
Kat Howcroft
Marketing Manager :
Emma Helden
Brand Manager :
John McClure
Loyalty Brand Manager :
Ciara Reddington
Campaign Assistant :
Sam Hewitt
CRM Lead :
Andrew Ellis
CRM Manager :
Nasia Vassiliou
CCO :
Chaka Sobhani
Executive Creative Director :
Mark Elwood
Creative Director :
James Millers
Creative Director :
Andrew Long
Creative :
Joe Miller
Strategy Director :
Hamish Cameron
Planner :
Roxy Windisch
Business Director :
Gemma Troup
Business Director :
Sam Houlston
Account Director :
Cairen Harry
Account Director :
Alex Gillespie
Account Manager :
Nicola Kuan
Account Manager :
Carys Parry
Account Manager :
Sian Davidson
Account Executive :
Hannah Sonde
Designer :
Rupert Knowlden
Project Manager :
Mick Bailey
Producer :
Anna Cartwright
Production Company :
Somesuch
Executive Producer :
Scott O'Donnell
Producer :
Tom Gardner
DOP :
Stephane Fontaine
Offline Editor :
Thomas Grove Carter
Sound Engineer :
Parv Thind
Colorist :
George K
Post Production :
Black Kite Studios
Post Producer :
Amy Richardson
Music :
Sharpa Films
Media Agency :
OMD
PR Agency :
Ready10
Social Agency :
Oliver
CRM Agency :
Armadillo
Marketing Agency :
Linney

Need a credit fix? Contact the Creativity Editors

Industry
Project Type