McDonald's is promoting a new "gourmet" burger range, the "Signature Collection" in the U.K. with a spot that spoofs high end fragrance ads.

The Signature Collection, which has been on trial in selected restaurants, will be made available in more than 900 McDonald's restaurants across the U.K. by the end of 2017. In a move that seems designed to compete with the popularity in the U.K. of upscale burger chains like Byron Burger and Gourmet Burger Kitchen, the premium burgers are served in a brioche-style bun. They are available in three flavours, The Classic, The BBQ and The Spicy, featuring ingredients such as "natural" cheddar cheese, wholegrain mustard and Batavia lettuce.

Packaging is designed by the (appropriately named) fashion designer, Julien Macdonald and is in the style of a gold-encrusted baroque jewel box. The ad, created by Leo Burnett, features a swishy-haired model with a billowing dress staring longingly out of a window. She appears to be dreaming about a handsome man, but in fact the object of her desire is a burger. The tagline is "luxury in a bun."

The spot, which was directed by Guy Manwarming of Sonny and features post-production by MPC, will be running on TV and in cinemas in the promixity of restaurants serving the Signature Collection. Peter Heyes, Leo Burnett's creative director, says in a statement: "'Everyday luxury' was a clear brief, and this campaign is not only dripping in luxury, but still full of that McDonald's wit and charm."