McDonald’s celebrates updated beef menu with operatic new ad

McDonald’s is highlighting the improvements made to some of its most iconic menu items with a new integrated campaign marking the momentous changes.

For the first time in its history, the restaurant chain has updated the hero beef products in its menu, including the Big Mac, Quarter Pounder with Cheese, and the Double Cheeseburger.

Developed by creative agency Leo Burnett, ‘A little more mmm’ plays on the fact that the changes made are hard to pick up on – but leave McDonald’s beef burgers just that little bit tastier.

Running through to 26 May across the UK and Ireland, the OMD-planned campaign will run across TV, cinema, out-of-home, press, social media, radio and digital.

“The iconic Big Mac, Quarter Pounder and Cheeseburger are being updated for the first time in history and we’re celebrating the moment in true populist style. With work stretching across every single media channel, there really is only one word to describe this huge, integrated campaign… ‘Mmm’,” Leo Burnett executive creative directors, Andrew Long and James Millers said.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

To support the main social assets, there will also be a bespoke Snapchat filter that brings the campaign’s main concept to life in an engaging, playful way.

To encourage further pick-up of the updated beef items, McDonald’s will also offer their fans double rewards points on selected ‘iconic’ beef products.

McDonald’s UK and Ireland marketing director, Matt Reischauer added: “With news this momentous we wanted to go big and bold with a launch campaign that celebrates the iconic taste and care that we put into our beloved classics.

“Uncovering the perfect insight, our campaign helps reassure the nation whilst also giving them a simple, sticky phrase to articulate just how good their favourites now are.”