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Leo Burnett for McDonald’s Breakfast Snack Wrap



Smuggler’s Neil Harris shoots new spot

Leo Burnett for McDonald’s Breakfast Snack Wrap

McDonald’s has launched a campaign to support a new range of great value breakfast products, the Breakfast Snack Wraps. 

From today, Wednesday 25 September, the three new breakfast options – Sausage & Egg Snack Wrap, Bacon & Egg Snack Wrap and Egg & Cheese Snack Wrap – will be available in McDonald’s restaurants nationwide priced from 99p. 

Created by Leo Burnett, the TV campaign humorously suggests that customers should start their day with one of the three Breakfast Snack Wraps because the rest of the day may turn out to be more expensive than they had anticipated. Set on a familiar British street, we see a young lady approaching a corner, absorbed in her music. From the other side, a young man approaches carrying a box full of items that he is presumably about to move in to his new flat. A collision is seemingly inevitable, and the tension builds as they come closer and closer to the blind corner. After a surprising twist, we see our hero leaving a McDonald’s restaurant enjoying an Egg & Cheese Snack Wrap for just 99p.


Alistair Macrow, Vice President Marketing at McDonald’s UK commented: “We know that our customers are leading increasingly busy lives, working varied hours and following different routines, so we’re always developing our restaurants and our menu to offer convenient, affordable choices. Just like our Porridge and Bagels, the new Breakfast Snack Wraps provide a quick, good value breakfast that can easily be enjoyed on-the-go.”

The TV ad was written by Ed Tillbrook and Richard Ince with Tony Malcolm and Guy Moore as Creative Directors. Executive Creative Director was Justin Tindall and the ad was directed by Neil Harris of Smuggler. An outdoor, press and radio campaign was also developed to further underline the new value offering, with one radio execution voiced by the UK’s best-known female impressionist Ronni Ancona.


Client McDonald’s
Creative agency Leo Burnett
Copywriter Richard Ince
Art Director Ed Tillbrook
Creative Directors Tony Malcolm & Guy Moore
Planner (creative agency) Sarah Sandford
Media agency OMD UK
Planner (media agency) Lucinda Allen & Sam Gaunt
Production Company Smuggler
Director Neil Harris
Editor John Mayes @ Marshall Street
Post-production MPC
Telecine MPC
Audio post-production Factory
Exposure National television & Republic of Ireland
Music arrangement Adelphoi Music (Original Composition)

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Genres: Tabletop

Categories: Fast food, Retail and Restaurants

Leo Burnett London, Wed, 25 Sep 2013 09:41:14 GMT