McDonald’s has unveiled a new inflation-busting campaign to celebrate the return of its iconic Saver Menu, titled ‘Actually Get Your Money’s Worth’.
The work, which was devised by creative agency Leo Burnett UK, features four short films which contrast the value of an item off the restaurant’s Saver Menu with a portion of a more expensive purchase.
One of the ads compares the purchase of a £2.49 chili double cheeseburger against a £2.49 firework display. Following this, the other 10- and 20-second spots highlight scenarios like short-lived theme park rides and half-hearted driving lessons.
McDonald’s UK and IE marketing manager, Lucy Johnson said: “We know people are looking for value, now more than ever. This campaign is all about show casing the brilliant value for money the McDonald’s Saver Menu offers customers in a fresh, comedic way.”
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With media planning and buying handled by OMD UK and PR by Red Consultancy, the campaign will run across video-on-demand, out-of-home, social media, press, radio and digital platforms.
The TV spots will be broadcast during primetime shows such as Channel 4’s the Great British Bake Off, Gogglebox, and ITV’s I’m a Celebrity Get Me Out of Here!
According to McDonalds, the campaign will consist of the “strongest” digital out-of-home coverage it has had, with its Saver Menu campaign launching across approximately 2,500 digital panels throughout the country.
Leo Burnett UK creative directors, Andrew Long and James Millers said: “Everyone is watching their wallets, and this campaign really taps into that in a humorous way, touching on experiences that we can all relate to. We’re excited to show that you can still enjoy great food without breaking the bank.”
