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ADVERTISING CAMPAIGNS

McDonald’s ‘Favourites’ advert

Agency: Leo Burnett

Client: McDonald’s

McDonald’s UK has unveiled a new marketing campaign which celebrates some of its more iconic food items and will remind the British public why they love visiting the Golden Arches.

Created by Leo Burnett, the ‘Favourites’ campaign carries the overall message ‘There’s a McDonald’s for everyone’ – and shows people from all walks of life visiting a McDonald’s restaurant at varying times of the day and night, highlighting how different customers enjoy their experience at McDonald’s.

The 60 second and 40 second TV ads are an ‘ode to McDonald’s’ and has the viewer observing some of the rituals involved in a trip to restaurants – whether customer habits include removing gherkins from their Big Mac, visiting the Drive-Thru, chatting on their mobile phones whilst they eat in the restaurant or taking their kids to McDonald’s for the latest Happy Meal.

Featured in the advertisement are McDonald’s iconic food items like The Big Mac, Quarter Pounder with Cheese, Chicken McNuggets and French Fries all of which are products which are now world famous and continue to be popular in restaurants here in Britain.

It was 35 years ago (October 10, 1974) that McDonald’s opened its first restaurant in the UK and these menu items appeared on the original menu and were the first McDonald’s food that the British public enjoyed.

“Many people in the UK experience a sense of nostalgia about our brand and feel passionately about our core menu – they may have gone to our restaurants when they were a child and seen the way the brand has evolved over the years,” said McDonald’s Chief Marketing Officer for the UK and Northern Europe, Jill McDonald.

“This campaign hones in on the different types of McDonald’s customers, explores their experiences and will carry the message that there continues to be a McDonald’s experience for everyone.”

The TV campaign is complimented by an outdoor and print advertising campaign in national media and will also be extended online through the mcdonalds.co.uk website and social media channels which will be led by McDonald’s digital agency Razorfish.

“The campaign, as well as being a celebration of all of the reasons why our customers enjoy visiting McDonald’s, is a tribute how our brand has evolved over the past few years,“ added  McDonald.

“We have broaden our menu choices, remodelled our restaurants, strengthened our commitment to the environment, developed bespoke training for our people and of course continued with the all important work that happens in our restaurants to consistently deliver hot, great tasting food.”

AJR
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