‘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

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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.
“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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