For the first time there will be tailored McDonald’s television ads for England, Scotland and Wales.
Launching 5 June the ads, created by Leo Burnett, are “more chilled” than other high-octane World Cup ads, says McDonald’s.
The ads build on the ’Favourites’ brand campaign that McDonald’s ran in October, retaining the ’Just passing by’ ode.
“They take everyday life at McDonald’s and celebrate how the restaurant provides something for everyone, football fan or not, as Britain lives through the ups and downs of the tournament,” says Jill McDonald, UK & Northern Division chief marketing officer.
Accompanying the TV ads will be outdoor and press ads. McDonald’s has created a limited-edition Mars-flavour milkshake that will be available throughout June.
McDonald’s sign in London’s Piccadilly will display a series of themed messages enabling the audience to take part in a Mexican wave. On selected days there will be free sampling of McDonald’s Mars Shake.
During the 2010 FIFA World Cup, McDonald’s will be offering once-in-a-lifetime chance for winners of the Player Escort competition to travel to South Africa and walk out onto the pitch with their football heroes. Winners were selected by McDonald’s Director of Football, Sir Geoff Hurst, following a competition in The Sun.
McDonald’s UK has donated half of these Player Escort places to a South African community project, based in Soweto. The project helps children whose lives have been affected by HIV/AIDS.