McDonald’s Mini Hash Browns are Descended from Greatness. Leo Burnett presents their illustrious family history to prove it, in an absurdly funny campaign that leans into the love and popularity of the original McDonald’s Hash Browns.
The full campaign, that runs across OOH, social, radio, and display, is targeted at McDonald’s breakfast fans who want to treat themselves with their favourite breakfast – but mini.
Three out-of-home executions lead the campaign, highlighting the lineage and famous ancestry of McDonald’s Mini Hash Browns with visual elements of genealogy – family trees, family portraits, statues of ancestors – and a historic typeface.
Tapping into the cultural fascination with ancestry and genealogy across social media, Leo Burnett launched the Mini Hash Brown Ancestry Service on TikTok, that traces the lineage and genealogy of Mini Hash Browns everywhere. The TikTok activation, spearheaded by McDonald’s very own Mini Hash Brown Ancestry Expert, Patty Fry, helps users to trace their own ‘Hash Brown’ ancestors.
In paid social, live animations of the Hash Brown family tree show off the new bite-size Mini Hash Browns as a delightful descendant of the original Hash Brown.
James Hodson and Jason Keet, creative directors, Leo Burnett UK, stated, “DNA testing at home has sparked a craze for ancestry and lineage, which has swept the internet and beyond. What does this have to do with launching a tasty new breakfast snack? Good question. Thanks to the magic of creativity, everything. New Mini Hash Browns are so tasty because their lineage can be traced back to true greatness: the original McDonald’s Hash Brown.”
Lucy Johnson marketing manager at McDonald’s, added, “We know if asked, most people would say an iconic McDonald’s breakfast would not be the same without a cheeky Hash Brown. Which is why we are so excited to be launching Mini Hash Browns, playing on this latent love, and tracing their lineage back to the OG golden-hued, crunchy McDonald’s Hash Brown. This simple yet playful campaign shows how excited we are that they are a part of the ultimate family tree.”
Credits
Advertising Agency: Leo Burnett
CCO: Mark Elwood
Executive Creative Directors: Andrew Long, James Millers
Creative Directors: James Hodson, Jason Keet
Copywriter: Lucy Jones
Art Director: Chaz Mather
Creative Director of Design: Dave Allen
Design Director: Phil Bosher
Designer: Georgia Glen
Motion Designer: Matt Slater
Planners: Ipeknaz Erel, Alexandra Arnold-Jones, Alisya Rozhan
Business Lead: Layla Potter
Account Team: Bella Bertolotti, Jessica Lyons, Natasha Meisel, Dom Thomas
Project Manager: Simon Jerome
Content Producer: Simon Mana
Content Creative: Rhianna Puddifant
Content Editor: Yoshi E.A.
Content Production Director: Yiani Andrikidis
Radio Producer: Adam Furman
Media Buying Agency: OMD
Client: McDonald’s UK
Chief Marketing Officer, SVP: Michelle Graham-Clare
Marketing Director: Matt Reischauer
Head of Marketing, Food: Ben Sherburn
Consumer PR Lead: Melodie Richards
Marketing Manager: Lucy Johnson
Brand Manager: Josie Thompson-Green
Marketing Executive: Emily Claus
