Restaurant chain McDonald’s has launched a new brand platform to celebrate what it calls the ‘unique fan truths’ surrounding its most iconic menu items.
Devised in collaboration with creative agency Leo Burnett, ‘Only at McDonald’s’ highlights the distinctive ways people enjoy the brand, and the relatable experiences that connect the chain’s global fans.
Running from today (27 January), the work will be centred around three 20-second spots; Fries Eyes, The Gherkin Transfer and The Makeshift Table, that depict moments that are instantly recognisable to McDonald’s fans.
“The thing that makes McDonald’s delicious food truly iconic is all the little rituals that go alongside it, whether that’s eating melty cheese from the wrapper or transferring gherkins to a mate,” Leo Burnett UK ECDs, Andrew Long and James Millers said.
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“This latest campaign showcases all of our most loved products by highlighting those little moments of magic that only happen at McDonald’s, in a way everyone can relate to”
With media planning and buying handled by OMD UK, the wide-ranging promotional push will span TV, out-of-home, radio, press and social media.
McDonald’s UK and Ireland marketing director, Matthew Reischauer added: “Only at McDonald’s shines a light on the special and unique relationship we have with our fans and the many ways they enjoy our food.
“We are excited for the reaction; everyone across the nation should feel included and be able to see a piece of themselves in the work, in our celebration of those small, everyday moments that make McDonald’s a special part of people’s lives.”
