Father-Daughter Bonding in Leo Burnett London's McDonald's Campaign

McDonald’s UK launches a new, long-term integrated campaign to drive trust in the brand. Focusing on the reassuring, sometimes surprising, stories about the positive impact the brand has, the campaign demonstrates that McDonald's is driven by what really matters to people - be they customers, employees or the communities the restaurants serve.

The campaign launches on Friday 25th July with a 60 second TV ad highlighting McDonald's support of Ronald McDonald House Charities, the independent charity which builds and runs houses near children’s hospitals throughout the country, enabling parents to stay close to their sick children.  Developed by Leo Burnett London, the ad highlights how it is often the little things that really matter, like a sick child being able to hear the reassuring sound of Dad's voice when in hospital.

The campaign also comprises of print, digital, PR and social media which will deliver a variety of messages across coming weeks, bringing to life McDonald’s understanding of ‘what matters to people’, from supporting community football initiatives to ensuring responsible food sourcing. 

This broad variety of trust driving messaging sit together under the new brand endline: "Here's to what matters". 

Alistair Macrow, Senior Vice President, Chief Marketing Officer, McDonald’s UK said: “Here’s to What Matters marks a significant step change – not in what we do, but in how we talk about what we do.  Our customers don’t always think about why we do things … like giving out children’s books in Happy Meals or sourcing our ingredients from British and Irish farmers. So we’re going to bring together all these individual actions into a joined-up campaign to help people understand the bigger picture; what McDonald’s is all about and show the difference that we make to people’s lives.  

“By sharing our stories through multiple channels and with fresh and exciting creative and a purposeful and unifying theme, we hope to surprise and reassure the people who matter most to us, from our customers and employees, to the farmers who supply quality ingredients for our menu.”