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ADVERTISING CAMPAIGNS

Editor’s Pick. McDonald’s ‘Weather’ advert

Agency: Leo Burnett

Client: McDonald’s

McDonald’s has launched the latest commercial in the “That’s What Makes McDonald’s” campaign. The commercial was created by Leo Burnett, McDonald’s UK agency.

As well as sourcing the majority of its ingredients from the UK and Ireland, McDonald’s has committed to raising awareness of the vital role of British farms. The commercial delivers on this promise with a quirky celebration of British weather and its importance to our farmers.

Filmed on location in Derbyshire, Cumbria and Staffordshire at farms supplying McDonald’s with organic milk, free-range eggs and potatoes respectively, it celebrates the role of the British farms which supply many of the quality ingredients for McDonald’s food.

“With this commercial we honour two things which are unmistakably British: unpredictable weather and first-rate farming," said Chief Marketing Officer for the UK and Northern Europe, Jill McDonald.

"Just like the support from McDonald’s, our weather helps British and Irish farmers produce so many of the high quality ingredients that go into McDonald’s food."

The ad builds on McDonald’s recent announcement that it is throwing open the gates to some of the British and Irish farms that supply its menu by inviting members of the public, recruited through its website, to see them firsthand. McDonald’s also announced that it would formally share best practice across the entire farming community.

The ad visually mixes the real world with the world of weather icons. It depicts the sun icon rising over the sea, children playing with giant rain icons and lightening icons striking over fields. The film concludes by showing viewers some of the farms that provide McDonald’s with potatoes for their fries, free range eggs for their McMuffins and organic milk for their milk bottles.

The last twelve months has also seen an extensive food provenance campaign on McDonald’s two key digital properties, mcdonalds.co.uk and makeupyourownmind.co.uk, a ground breaking site which McDonald’s set up so that people had an easy place to go to find out about how it does business here in the UK. Imagery and messaging has also appeared in its restaurants and on its delivery fleet, which is powered by recycled cooking oil.

AJR
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