McDonalds has launched a new brand platform celebrating its “iconic” morning menu.

The creative platform, titled ‘Breakfast Done Properly’, removes all logos from the ad, placing the firm’s breakfast menu offerings front and centre.

The marketing drive follows research, conducted by Savanta’s McVue tool, that found up to 90% of people identified the fast-food chain’s products without branding.

Matthew Reischauer, marketing director, McDonald’s UK and Ireland, said: “McDonald’s Breakfast is a morning staple. This campaign is all about celebrating that built-in love, letting the food speak for itself, and reminding everyone why nothing else comes close.”

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Devised by creative agency Leo Burnett, the campaign features a series of 30 and 10 second films set to “cinematic” music. The spots show close ups of the sausage and egg McMuffin, hash brown, egg and cheese McMuffin and breakfast wrap.

A voiceover tells the audience how the range needs “no explanation”.

Radio adverts for the brand state: “Think of a breakfast muffin with sausage and egg. Yep, that’s the one. Picture it now. Doesn’t it look delicious?”

The campaign will roll out across TV, out-of-home, radio, paid social, press and in-store activations including screens and Drive-Thru kiosks, from today (24 March).

James Hodson and Jason Keet, creative directors at Leo Burnett UK, added: “We thought our job was to just get out of the way. No logo. No product names. No catchy copy. Just the shapes and textures that we all know and love.”

Media buying and planning was handled by OMD UK. POP communications were supported by Linney and TMW handled CRM support.