McDonald’s is this week launching the latest instalment of its “That’s What Makes McDonald’s” campaign, which focuses on the message that its burgers are made from whole cuts of real beef.
The campaign, created by Leo Burnett, promotes 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 campaign 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 ads 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. 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.
Rival restaurant chain KFC launched a campaign in March to emphasise that its Original Recipe chicken on the bone is delivered fresh and freshly prepared in-store.
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.”