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McDonald’s ‘Big Nothing’ advert

Agency: Leo Burnett

Client: McDonald’s

McDonald’s has launched a new commercial in the Family Brand campaign that talks to parents about the quality of its food.

‘That’s What Makes McDonald’s’, created by Leo Burnett, is all about discovery and focuses on the message that all that’s added to the beef in a McDonald’s burger is a pinch of salt and pepper.

McDonald’s Chief Marketing Officer for the UK and Northern Europe, Jill McDonald, said, “Several years ago we realised that some of our best kept secrets are the ingredients we use to make our food.

“The ‘That’s What Makes McDonald’s’ campaign focuses on the ingredients at the heart of most of the meals we serve – beef, chicken and potatoes. This is proving to be a hugely successful campaign that is, without doubt, contributing to the great sales momentum that we have in our business.”

She added, “Sometimes it’s the small facts that can make the biggest difference to a brand’s reputation. This new advertisement focuses on the simple but surprisingly little known fact that we use whole cuts of 100% beef in our burgers with nothing added but a pinch of salt and pepper.”

The first campaign commercial ‘Planting’ launched last year and featured families working together planting flowers that grow into images of a cow, chicken and a sack of potatoes with the message that McDonald’s Happy Meal uses quality ingredients - top quality potatoes, farm assured white chicken breast and whole cuts of British and Irish beef.

It is back on the farm for this second commercial in the campaign. Entitled ‘Big Nothing’, this time a group of families are set loose on a fun treasure hunt to find as many ‘nought’ shapes as they can.

The discovery of these ‘noughts’ is the most natural thing in the world. The families simply uncover what is already naturally there, be it a ‘nought’ shaped bale of hay, a plant pot or a tractor wheel. This ad uncovers a simple, yet often surprising, truth about McDonald’s – McDonald’s uses 100% beef in their burgers.

The voiceover says: “Nothing. Zero – that’s what’s added to our burgers. They’re simply 100% beef from British and Irish farms, seasoned with a touch of salt and pepper. That’s what makes McDonald’s.”

The TV is being supported by print which features the ‘nought’ imagery that is reflected in the film, reinforcing the ‘nothing added’ message. Relevant imagery and messaging will also appear in McDonald’s restaurants, which are visited by over two million people a day in the UK, and the quality and provenance story will continue to be told on McDonald’s delivery fleet.

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