McDonald’s Delves into Hash Browns’ Ancestry to Launch Mini Hash Browns

McDonald’s and Leo Burnett UK are celebrating the launch of the restaurant’s new Mini Hash Browns by spotlighting the ‘family history’ of the much loved breakfast item, in the new integrated campaign ‘Descended from Greatness.’

Leaning into the love and popularity of the original McDonald’s Hash Browns, the new campaign drives excitement for the launch of Mini Hash Browns by tracing their ancestry back to the McDonald’s Hash Brown.

The integrated campaign, created by Leo Burnett, which runs across OOH, Social, Radio, and Display channels, is targeted at McDonald’s breakfast fans who want to treat themselves with their favourite breakfast.

 

      

The campaign launches with three out-of-home executions that each playfully highlight the lineage and famous ancestry of McDonald’s Mini Hash Browns. Encompassing visual elements of genealogy—family trees, family portraits, and statues of ancestors —alongside an historic typeface, the OOH placements rolled out in cities across the nation on 21st October. OMD UK handled all the media planning and buying.

Tapping into the cultural fascination with ancestry and genealogy across social media, Leo Burnett launched the Mini Hash Brown Ancestry Service’ on TikTok, which traces the lineage and genealogy of Mini Hash Browns everywhere. Spearheaded by McDonald’s very own Mini Hash Brown Ancestry Expert – Patty Fry - the TikTok activation helps users to trace their own ‘Hash Brown’ ancestors.

Across paid social, live animations of the Hash Brown family tree showcase the new bitesize Mini Hash Browns as a delightful descendant of the original Hash Brown. Appealing to budding genealogists and McDonald’s breakfast fans, the social campaign fosters engagement with a playful yet unexpected take on the popular ancestry trend.

Spots across radio, digital display and paid social drive further awareness of the Mini Hash Browns and urgency for the limited-time offering to a wider audience. McDonald’s Mini Hash Browns are part of the McDonald’s breakfast family for a limited time only, from October 16th - November 19th 2024.

Lucy Johnson, marketing manager at McDonald’s added: “We know if asked, most people would say an iconic McDonald’s breakfast would not be the same without a cheeky Hash Brown. Which is why we are so excited to be launching Mini Hash Browns, playing on this latent love, and tracing their lineage back to the OG golden-hued, crunchy McDonald’s Hash Brown. This simple yet playful campaign shows how excited we are that they are a part of the ultimate family tree.”

James Hodson and Jason Keet, creative directors at Leo Burnett UK, said: “DNA testing at home has sparked a craze for ancestry and lineage, which has swept the internet and beyond. What does this have to do with launching a tasty new breakfast snack? Good question. Thanks to the magic of creativity, everything. New Mini Hash Browns are so tasty because their lineage can be traced back to true greatness: the original McDonald’s Hash Brown.”