‘Only at McDonald’s’ brand platform in the UK centers fan truths around menu items

Ads from Leo Burnett UK focus on food rituals and the universal appeal of the chain’s products

Published On
Jan 27, 2025
OOH ads from the Only at McDonald's campaign

Editor's Pick

McDonald’s is launching a new brand platform in the U.K. themed “Only at McDonald’s,” celebrating fan truths—a cornerstone of the chain’s strategy in recent years—specifically around certain products and the rituals involved in eating them.

Three 20-second spots below, titled “Fries Eyes,” “The Gherkin Transfer” and “The Makeshift Table,” feature quiet vignettes where McDonald’s menu items play a role—for example, a older man wordlessly taking the pickles off his McDonald’s sandwich and giving them to his wife to put on hers.

 
 
 

The campaign also includes OOH, print and radio ads.

Print ad from the Only at McDonald's campaign

Print ad from the Only at McDonald's campaign

OOH work from the Only at McDonald's campaign

OOH work from the Only at McDonald's campaign

OOH work from the Only at McDonald's campaign

OOH work from the Only at McDonald's campaign

OOH work from the Only at McDonald's campaign

“The thing that makes McDonald’s delicious food truly iconic is all the little rituals that go alongside it, whether that’s eating melty cheese from the wrapper or transferring gherkins to a mate,” said Andrew Long and James Millers, executive creative directors at Leo Burnett UK. “This latest campaign showcases all of our most loved products by highlighting those little moments of magic that only happen at McDonald’s, in a way everyone can relate to.”

Matthew Reischauer, marketing director at McDonald’s UK and Ireland, said the new platform “shines a light on the special and unique relationship we have with our fans and the many ways they enjoy our food.”

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Credits

Date
Jan 27, 2025
Client :
McDonald's-UK
Client :
McDonald's
Agency :
Leo Burnett-London
CCO :
Mark Elwood
Executive Creative Director :
Andrew Long
Executive Creative Director :
James Millers
Creative Director :
James Hodson
Creative Director :
Jason Keet
Senior Creative :
Alice Pearce
Creative Director of Design :
David Allen
Senior Designer :
Gurcan Ergur
Deputy CSO :
Tom Sussman
Planning Director :
Ipeknaz Erel
Senior Comms Strategist :
Imo Gowen
Social Planning Director :
Benjamin Obadia
Managing Partner :
Layla Potter
Business Director :
Jay Perry
Account Director :
Lauren Murphy
Senior Account Manager :
Natasha Cawley
Account Manager :
Brittony Kelly
Account Executive :
Elizabeth Makinde
Head of Project Management :
Emily Patterson
Lead Project Director :
Siobhan Mulcahy
Project Manager :
Adrienne Lindeque
Agency Senior Producer :
Peter Williams
Media Agency :
OMD
Media Account Team :
Ellie Start
Media Account Team :
Stephanie Holman
Media Account Team :
Lewis Michael
Media Strategy :
Chris Mitchwell
Production Company :
Academy
Director :
Billy Boyd Cape
Executive Producer :
Darapen Vongsa-Nga
Producer :
Steve Overs
Production Manager :
Lexi Kiddo
Edit :
Tenthree
Editor :
Billy Mead
Editor :
Greg Jennings
Edit Assistant :
Merel Schuurman
Producer :
Rachel Goodger
Post-Production Company :
Black Kite Studios
VFX Shoot Supervisor :
Pete Atack
VFX Lead :
Marcus Moffatt
Colorist :
Tom Mangham
Executive Producer :
Hannah Ruddleston
Senior Producer :
Chloe Ensor
Audio Post-Production Company :
Factory
Music Supervision :
Wake The Town
Sound Engineer :
Jack Hallett
Producer :
Ciara Wakley
Photographer :
Scott Grummett

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Project Type