|Agency||Leo Burnett London|
|Campaign||Just Like McDonald’s|
|Date of First Broadcast/Publication|
|Business Sector||Restaurants & Fast Food|
|Story||The spot shows a women about to take a bite out of a burger before getting interrupted by the narrator asking her how can she be sure that other restaurants sell 100% British and Irish beef. She suddenly gets transported to a fancy restaurant where she experiences an ‘overly-attentive waiter’ and when she sees the bill is made to ‘feel like a contestant on a hidden camera show’ because it’s so eye-wateringly expensive.|
|Philosophy||The campaign consists of two 40” films that playfully pose the question: how can you be sure that the ingredients you buy elsewhere are of the same high quality as McDonald’s? Simple, easy-to-follow guides then help people to spot the signs of an establishment they can trust to serve high quality ingredients, just like McDonald’s. In one of the films a man gets transported into an expensive supermarket with ‘17 different types of granola’ whilst walking around with a ‘wicker basket’. The other spot shows a women about to take a bite out of a burger before getting interrupted by the narrator asking her how can she be sure that other restaurants sell 100% British and Irish beef. She suddenly gets transported to a fancy restaurant where she experiences an ‘overly-attentive waiter’ and when she sees the bill is made to ‘feel like a contestant on a hidden camera show’ because it’s so eye-wateringly expensive. This represents a more confident approach for the brand, that has previously sought to defend the quality of their food and bust the various myths that surrounded its ingredients. The integrated campaign runs across a number of different touchpoints and highlights the quality of ingredients that McDonald’s use, like the 100% British and Irish beef in their burgers or free range eggs in their breakfasts. The campaign comprises of OOH in close proximity to retail stores to target consumers on their way to supermarkets, social posts that poke fun of foodie influencers and contextual YouTube bumpers that are served before recipe videos. To support the campaign through PR and social, McDonald’s will open the doors to its supply chain and champion their high quality ingredients by encouraging influencers and journalists to create their own versions of their iconic menu items.|
|Post Production||MPC LDN|
|Production Company||Thomas Thomas Films|
|Business Director||Sam Houlston|
|Account Director||Jessica Lyons|
|Account Director||Steph Bates|
|Account Manager||Imogen Malone|
|Account Executive||Sophie Hedgley|
|Project Manager||Jamie Teale|
|Chief Creative Officer||Chaka Sobhani|
|Creative Director||Graham Lakeland|
|Agency TV Producer||Lou Pegg|
|Social Media Manager||Rory O’Neill|
|Marketing Director Brand, Experience & Media||Ben Fox|
|Marketing Manager||Chloe Bissell|
|Senior Brand Manager||Hollie Subhan|
|Social Media Manager||William Bonaddio|
|Head of Campaigns and Communities||Louise Page|
|Creative Team||Gareth Butters|
|Strategy Director||Max Keane|
|Strategic Planner||Joe Beveridge|
|Media Agency||OMD UK|
|Media Planner||Grant Beckley|
|Director of Photography (DOP)||Jim Jolliffe|
|Production Designer||Steve Smithwick|
|Media Agency Manager||Laurence Ruthven|
|Media Agency Manager||Grant Beckley|
|Media Agency Manager||Anna Martorana|
|Media Agency Manager||James Devine|
|Media Agency Manager||Kate Samuels|
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