McDonald’s celebrates its farms in latest TV ad

McDonald’s is unveiling its 2012 themed advertising campaign focusing on British farming, titled “That’s What Makes McDonald’s”.

The move comes two months after the restaurant chain said it would utilise its London 2012 Olympic Games sponsorship as an opportunity to boost British agriculture and raise awareness of the key role British farms will play in providing produce for the Olympic Games.

The ad highlights how McDonald’s sources the majority of its ingredients from the UK and Ireland, and aims to raise awareness of the vital role of British farms.

Filmed on location in Derbyshire, Cumbria and Staffordshire at farms supplying McDonald’s with organic milk, free-range eggs and potatoes respectively, it aims to celebrate the role of the British farms which supply many of the quality ingredients for McDonald’s food. It has been created by Leo Burnett with media planning and buying by OMD.

Jill McDonald, chief marketing officer for the UK and Northern Europe, says: “With this commercial we honour two things which are unmistakably British: unpredictable weather and first-rate farming. This is the next chapter in our ongoing campaign to drive awareness of the care and attention that our supply chain puts into producing McDonald’s food.”

McDonald’s is also opening some of the British and Irish farms that supply its menu to members of the public, recruited through its website, to see them firsthand and says it will formally share best practice across the entire farming community. Brand experts say this tie-up could prove successful for the brand.

The ad focuses on the weather and depicts the sun icon rising over the sea, children playing with giant rain icons and lightening icons striking over fields.

The film concludes by showing viewers some of the farms that provides McDonald’s with potatoes for its fries, free range eggs for their McMuffins and organic milk for its milk bottles.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here