Leo Burnett’s Good to Know campaign dispels the urban myth that its eggs are made in a 3D printer.
In September last year, Leo Burnett London began to try to answer some of the concerns about McDonald’s fast food in a campaign called Good to Know. The launch ad, directed by Joshua Neal at Smuggler, talked about McDonald’s relationship with British and Irish farmers and emphasised the trustworthy source of its ingredients. It also introduced the new tagline, Here’s to what matters.
Leo Burnett has just released its third ad in the campaign, in which it sets out to a dispel an urban myth, that the eggs in its Egg McMuffin are fake.
In the humorous spot the scene of a mythical Maccas factory where a 3D egg printer is making fried eggs is juxtaposed with another of a McDonald’s staff member cracking real ages onto a grill…
…before two real chickens reveal in an interview, “You’ve gotta love a real egg,” and the voiceover reassures its audience that, “there’s a real egg freshly-cracked free range egg in every McMuffin.”
Credits:
Agency: Leo Burnett London
Executive creative director: Justin Tindall
Creative directors: Richard Robinson & Graham Lakeland
Copywriter/Art Director: Adam Tucker
Account Directors: Lizzie Clayton & Sam Houlston
Planners: Sarah Sandford & Josh Bullmore
Media Agency: OMD
Production Company: Sonny London
Director: Guy Manwaring
Producer: Nick Goldsmith
Post Production Company: MPC
Audio Post Production: 750 MPH
McDonald’s UK:
Head of Marketing, Brand and Experience: Steve Hill
