Restaurant chain McDonald’s is celebrating the latest addition to its menu with a new global integrated campaign fronted by a hunger-busting film.

Developed in partnership with creative agency Leo Burnett UK, the creative sees the introduction of the US brand’s new ‘Big Arch’ burger to the UK market, positioning it as a “true icon” of its menu.

According to the fast food outfit, the creative concept is centred around the “fan truth that there are times when you’re hungry for McDonald’s and there are times when you’re really hungry for McDonald’s.”

“Made to satisfy those relatable moments of Big McDonald’s Hunger, Big Arch is here to shake up the burger category, literally,” said James Millers and Andrew Long, ECDs at Leo Burnett UK.

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“It’s not everyday you get to launch a new icon on McDonald’s menu and we’ve had a blast meeting our fans in culture and awakening that unmistakable craving for McDonald’s across the globe. From boardrooms to festival grounds, this campaign shows how a simple fan truth can move people…and tables.”

The campaign launches nationwide today (18 June) and will run across spanning TV, cinema, radio, paid social, organic social, out-of-home, in-restaurant, CRM and PR. Media planning and buying was handled by OMD.

Ben Fox, senior VP, CMO at McDonald’s UK and Ireland added: “The Big Arch is the most exciting burger we’ve launched in a generation, a future classic, giving customers exactly what they’ve been asking for… 2x juicy, 100% British and Irish Beef patties, cheddar cheese, crispy onions and a new signature Big Arch sauce.

“The Big Arch is the perfect solution for those moments of ‘Big McDonald’s hunger’. It is a two-handed, multi napkin experience. As a Big Mac fan, it takes a lot to tempt me away from my favourite, but the Big Arch and its signature sauce certainly does.”