Video: ’Here’s to what matters’ ad for the Ronald McDonald House Charities
The restaurant says the move is a “significant step change” in how it talks about the initiatives it has made to build good will around the brand such as giving out children’s books in Happy Meals and sourcing ingredients from British farmers.
McDonald’s has employed several campaigns to combat ongoing obesity concerns about its foods and provenance queries that have been mainly limited to PR and print. When it has promoted its health and sustainability credentials more widely in the past, such as its free fruit in Happy Meals pledge, the focus has been on short bursts to drive topical interest.
The business has revamped the approach under the “Here’s to what matters” strapline, it says signals a long-term plan to bring to life its understanding of what matters to people across TV, print, digital, PR and social media
The campaign debuts this evening (25 July) with a 60-second ad showcasing the work done through the Ronald McDonald House Charities – the independent charity for children’s hospitals it supports via donations made from boxes at its tills. Created by Leo Burnett, the ad highlights the little things that matter to families, such as a sick child hearing the reassuring sound of dad’s voice when in hospital.
Future campaigns could focus on other things that matter to its customers and employees such as supporting community football initiatives and ensuring responsible food sourcing.
Alistair Macrow, senior vice president and chief marketing officer for McDonald’s UK says it has developed a “joined-up” approach to help people understand the “bigger picture; what McDonald’s is all about and show the difference that we make to people’s lives.”
“By sharing our stories through multiple channels and with fresh and exciting creative and a purposeful and unifying theme, we hope to surprise and reassure the people who matter most to us, from our customers”, he adds.
The move comes as McDonald’s celebrates 40 years in the UK. It is supporting a PR push showcasing the contribution it has made to customers and the national community over the past four decades.