On 8th October 2012, McDonald’s launched a new campaign to promote their Breakfast menu. The TV campaign, created by Leo Burnett, follows four early-risers as they go through their usual morning routines. This advert shows how McDonald’s can be at the heart of the morning routine - offering a welcoming place to stop by to grab the most important meal of the day. The upbeat nature of the edit and the music show that mornings with McDonald’s are good mornings.
The spot also highlights the food preparation process for the Breakfast menu focusing on the use of freshly cracked eggs and the cooking process behind the iconic Sausage and Egg McMuffin. All crew members featured in the advert are also genuine McDonald’s restaurant staff.
Supporting this is a print campaign featuring the typographic work of illustrator Alison Carmichael together with a radio advert also focusing on the morning routine of hard working Britons.
The TV and radio campaign was created by Rik Brown and Jon Fox whilst print was Alison Steven and Liam Bushby. The creative director was Adam Tucker, and the ECD was Justin Tindall. The TV ad was directed by Charlie Crane and the print photographer was Jason Lowe.
Breakfast – ‘Good morning Britain’
Client Alistair Macrow, VP (Marketing), McDonald’s UK
Creative agency Leo Burnett
Copywriter Jon Fox
Art director Rik Brown
Planner (creative agency) Lilli English
Media agency OMD
Planner (media agency) Maia Weil-Obadia
Production company Knucklehead
Director Charlie Crane
Editor Eve Ashwell @ Cut & Run
Audio post-production 750mph
Exposure National television, Youtube, VOD