McDonald’s focuses on quality of beef

McDonald’s is launching the latest instalment of its “That’s What Makes McDonald’s” campaign focusing on the fact that its burgers are made from whole cuts of real beef.

The campaign, created by Leo Burnett, will launch on July 1 and promote the message that all that is added to its beef patties is a pinch of salt and pepper.

The latest push continues on from the commercials launched last year, which highlighted the provenance of the core ingredients in every Happy Meal. It featured families working together planting flowers that grow into images of a cow, chicken and a sack of potatoes.

The new creatives have the same look and feel of the “Planting” advertisements and show families on a farm pointing out different representations of the number zero, such as a bale of hay or a tractor tyre.

The voiceover says” “Nothing. Zero. That’s what’s added to our burgers. They’re simply 100% beef from British and Irish farms, seasoned with a touch of salt and pepper. That’s what makes McDonald’s.”

The TV ad will be supported by in-store messaging such as themed tray liners and the message will also be extended online through its consumer website, with work created by digital agency Avenue A Razorfish. Media planning and buying is being handled by OMD.

McDonald’s UK and Northern Europe chief marketing officer Jill McDonald, says: “Sometimes it’s the small facts that can make the biggest difference to a brand’s reputation. This new advertisement focuses on the simple but surprisingly little known fact that we use whole cuts of 100% beef in our burgers with nothing added but a pinch of salt and pepper.”

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