Leo Burnett ‘That's What Makes McDonald’s’

On 9th August Leo Burnett launches its latest McDonald’s work in the “That’s what makes McDonald’s” campaign.  It continues to reassure parents about the provenance and high quality of McDonald’s food by highlighting McDonald’s commitment to sourcing ingredients from British and Irish farms. 

McDonald’s sources from over 17,500 British and Irish farms, which provide all its whole cuts of beef, all its organic milk and all its free-range eggs.

The campaign also highlights that 100% of McDonald’s pork is sourced from British Freedom Food approved farms – signifying that they adhere to RSPCA Welfare Standards. 

The TV ad, entitled “Little Farmers”, features a group of children happily playing with their toy farmyard to highlight each ingredient’s story in a fun, joyous way.

The print campaign further supports the food provenance messaging. A series of full page ads in woman’s weekly magazines feature natural portraits of children playing with farmyard toys relevant to the featured ingredient. 

Credits

Client Jo Webster, McDonald’s UK
Creative agency Leo Burnett
Copywriter Graham Lakeland
Art director Richard Robinson
Planner (creative agency) Sarah Sandford
Media agency OMD UK
Planner (media agency) Grace Cowey
Production Company Rattling Stick
Director Sara Dunlop
Editor Bill Smedley at Work Post
Post-production MPC
Audio post-production Wave Studios
Music    John Altman & Jeff Wayne Music
Exposure National television & Weekly Magazines