McDonald’s is on a campaign to gain trust. So burgers and French fries are out and caring is what it’s all about, in two ads linked by the tagline, Here’s to what matters.

Alistair Macrow, senior vice president and chief marketing officer at McDonald’s UK explained, “Here’s to What Matters marks a significant step change – not in what we do, but in how we talk about what we do.  Our customers don’t always think about why we do things … like giving out children’s books in Happy Meals or sourcing our ingredients from British and Irish farmers. So we’re going to bring together all these individual actions into a joined-up campaign to help people understand the bigger picture; what McDonald’s is all about and show the difference that we make to people’s lives.”

The campaign began on July 25 with an ad that talks about what matters to a sick kid and highlights the Ronald Ronald McDonald House Charities.

Now it has launched a 60 second ad that talks about trees, wandering around the subject (which has created some beautiful Kodak moments) until it comes to the point – which is that it matters to McDonald’s that it works with British & Irish farmers who care about the welfare of their livestock and the quality of their produce, because these are all things that really matter to McDonald’s customers.

The campaign extends beyond TV to print, digital, PR and social media – all of which revolve around the core idea – McDonald’s understanding of what matters to people.

“By sharing our stories through multiple channels and with fresh and exciting creative and a purposeful and unifying theme, we hope to surprise and reassure the people who matter most to us, from our customers and employees, to the farmers who supply quality ingredients for our menu,” Macrow concluded.

Creative credits:

Creative agency: Leo Burnett London

Executive creative director: Justin Tindall

Creative directors: Richard Robinson & Graham Lakeland

Copywriter: Jon Fox

Art director: Rik Brown

Production company: Smuggler

Director: Joshua Neale

Editing: Stitch

Post-production: MPC

Audio post-production: 750mph