Following comparable campaigns in Canada (2012), Australia (2013) and America (2014), Leo Burnett and OMD UK have launched two spots as part of the 'Good to Know' McDonald's campaign in the UK.
The 40-second ads focus on the genesis, ingredients and supply chain of the fast food giant, showcasing that its fries are made from British potatoes and demonstrating its chicken nuggets are made from 100% breast meat.
It joins McDonald's 'The Cow' effort from earlier this year which, unsurprisingly, looked into where the beef in your Big Mac came from. As it happens, McDonald's' UK uses whole cuts of forequarter and flank in all their hamburgers. So now you know.
The aim is to engender trust and quality in McDonald's UK's food, while dispelling some of the more common misconceptions around the company's products. In addition to the two TVCs, the campaign also features print, digital, social media and cinema assets.
McDonald's has been very active in its marketing push this year, one highlight being a musical advert created by its Hispanic agency, Alma. This featured Dominican-American singer, Leslie Grace, melodically overcoming writer's block in one of their restaurants.
In May this year, speaking to AdNews, McDonald's CEO Steve Easterbrook outlined a turnaround for the global fast food business to reverse a long-term trend of stagnant growth. In doing so, he outlined changes to marketing and brand experience and highlighted Australia as a lead market that has already exceeded the rollout of a number of initiatives that will now become global. Read more on this here.
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