McDonald’s is part of culture in many parts of the world and with that comes shared experiences that every McDonald’s fan recognises as “part of life”. In Australia, DDB Group Sydney highlighted the Macca’s run in its recent summer campaign.
Leo Burnett UK has picked up on some of the universal McDonald’s rituals – such as dipping chips into a shake, giving the pickle to a friend, using whatever’s available as a table.
The campaign, Only at McDonald’s, covers TV, social, radio, press and OOH. Giving each of McDonald’s rituals a name shifts them from personal to shared, and strengthens the McDonald’s community.
Andrew Long and James Millers, executive creative directors, Leo Burnett UK, stated “The thing that makes McDonald’s delicious food truly iconic is all the little rituals that go alongside it, whether that’s eating melty cheese from the wrapper or transferring gherkins to a mate. This latest campaign showcases all of our most loved products by highlighting those little moments of magic that only happen at McDonald’s, in a way everyone can relate to.
When you’re McDonald’s you don’t need a logo in your OOH or print ads either. You can attract attention by being big, bold and graphic instead.
In print, long copy is added, art directed in a way that mimics the behaviours visually. In OOH, digital OOH media placement that only runs at night highlights fan truths relevant to evening. In radio and social, spots turn fan behaviours into official-sounding dictionary definitions. Also in social, fans and influencers are invited to label and share their own McDonald’s rituals with the help of custom fan stickers.
The Only at McDonald’s platform will run through 2025, including new TV spots portraying different fan truths.
Matthew Reischauer, marketing director, McDonald’s UK & IE, commented “Only at McDonald’s shines a light on the special and unique relationship we have with our fans and the many ways they enjoy our food. We are excited for the reaction; everyone across the nation should feel included and be able to see a piece of themselves in the work, in our celebration of those small, everyday moments that make McDonald’s a special part of people’s lives.”
Credits:
Client: McDonald’s
Creative Agency: Leo Burnett Uk
CCO: Mark Elwood
Executive Creative Directors: Andrew Long & James Millers
Creative Directors: James Hodson & Jason Keet
Senior Creative: Alice Pearce
Creative Director f Design: David Allen
Senior Designer: Gurcan Ergur
Deputy CSO: Tom Sussman
Planning Director: Ipeknaz Erel
Senior Comms Strategist: Imo Gowen
Social Planning Director: Benjamin Obadia
Managing Partner: Layla Potter
Business Director: Jay Perry
Account Director: Lauren Murphy
Senior Account Manager: Natasha Cawley
Account Manager: Brittony Kelly
Account Executive: Elizabeth Makinde
Head of Project Management: Emily Patterson
Lead Project Director: Siobhan Mulcahy
Project Manager: Adrienne Lindeque
Agency Senior Producer: Peter Williams
Media Agency: OMD
Production Company: Academy
Director: Billy Boyd Cape
Executive Producer: Darapen Vongsa-Nga
Producer: Steve Overs
Production Manager: Lexi Kiddo
Editing: Tenthree
Editor: Billy Mead & Greg Jennings
Edit Assistant: Merel Schuurman
Producer: Rachel Goodger
Post-Production: Black Kite
VFX Shoot Supervisor: Pete Atack
VFX Lead: Marcus Moffatt
Colourist: Tom Mangham
Executive Producer: Hannah Ruddleston
Senior Producer: Chloe Ensor
Audio Post-Production: Factory
Music Supervision: Wake The Town
Sound Engineer: Jack Hallett
Producer: Ciara Wakley
Photographer: Scott Grummett
