Why Simplicity Is Sacred for LEON’s Marketing Strategy
‘Naturally Fast Food’ brand, LEON recently launched a new out-of-home campaign to promote its Chicken Caesar Burger and new evening meal deals, marking a shift for the brand as it expands into the burger market.
Known for its wraps and rice boxes, LEON is positioning itself to compete with established burger brands through bold DOOH visuals across 41 UK locations, including its first campaign in Manchester. The minimalist ads focus on single descriptors—“JUICY” and “CRISPY”—to convey the burger's appeal without clutter, aiming to capture attention in high-traffic areas near LEON outlets.
Focusing on a particular menu item is in line with the way the restaurant brand often operates, although its recent leaked email stunt campaign was much less traditional than this classic OOH one.
The campaign runs over four weeks, targeting hungry passersby near restaurant locations to drive footfall. LEON's move into chicken burgers is part of its continued focus on high-quality fast food, following previous menu innovations like the LOVe vegan burger, and aligns with its commitment to providing healthier, sustainable options on the high street.
It’s a pared-back creative approach that reflects the simplicity that has driven LEON’s marketing consistently. To understand more about what guides the brand’s messaging, LBB’s Alex Reeves speaks to marketing director Mariam French.
LBB> What are the guiding principles of how LEON is aiming to show up in its marketing?
Mariam> At LEON, our guiding principles are simple: make great food nutritious and accessible, sustainable, and genuinely enjoyable. Our marketing focuses on showing up authentically and delivering on the promise of ‘Naturally Fast Food’. We keep our messaging clear and playful, whether it's sharing our commitment to sustainability, showcasing bold and innovative flavours, or listening closely to our guests' needs. Every message, image, and campaign is an invitation to join us in rethinking fast food—always with a guest-first approach that prioritises quality and transparency.
LBB> Over the years, how have those priorities shifted?
Mariam> Our priorities at LEON haven't shifted—our commitment to quality, sustainability, and delivering ‘Naturally Fast Food’ remains as strong as ever. What has evolved is how we reach and connect with our guests. We've embraced an omnichannel approach, engaging across digital platforms, social media, in-restaurant experiences, delivery and even retail to meet our guests wherever they are. This expansion allows us to stay close to our guests, keeping them at the heart of our journey as we bring the LEON message to more places, more personally, than ever.
LBB> What have been the biggest moments and campaign decisions in that marketing journey?
Mariam> Our journey has been marked by foundational choices that go beyond traditional campaigns, reflecting our deep commitment to sustainability and innovation. For instance, our coffee story is a core part of our brand: for every cup sold, we donate to the World Land Trust, which has helped us protect over 13 million square metres of endangered rainforest and support the communities that care for them. It's a long-term commitment that keeps LEON's values at the heart of our coffee category.
Another pivotal moment was our launch of the LOVe Burger, the first-ever plant-based burger in the fast-food space, well ahead of major brands. This bold step aligned with changing guest preferences and helped solidify our place as a leader in plant-forward fast food.
More recently, we've embraced new, above-the-line strategies we once only dreamed of, such as our latest out-of-home (OOH) campaigns for breakfast and burgers. In the past two years, our campaigns have become laser-focused on specific guest needs, incorporating mobile retargeting to reach guests in a personal and relevant way. Each of these moments has strengthened our connection with guests while staying true to LEON's mission.
LBB> Why is now the perfect time for LEON to focus on its burger range?
Mariam> Our new Chicken Caesar Burger brings fresh innovation to the fast-food burger scene, combining unique ingredients like honey mustard mayo and provolone cheese to elevate a familiar favourite. It's so delicious that we felt it deserved its own spotlight, inspiring an OOH campaign to match its standout flavours. The timing couldn't be better, as we're also launching a new evening-only meal deal, offering guests a money saving opportunity to try LEON's take on burgers at dinner. Together, now these additions make the perfect moment to showcase LEON's burger range.
LBB> You've gone minimalist in your new campaign. Why is less more for the brand right now?
Mariam> Simplicity allows our core messages to stand out in a world saturated with information. By adopting a minimalist approach, we emphasise the essence of LEON—quality ingredients, delicious dishes, and genuine guest experiences. This clarity ensures our values resonate more deeply with our audience, fostering a stronger connection and understanding of what we stand for.
