Leo Burnett is today launching a ‘Great Tastes of America’ campaign for McDonald’s, which runs across TV, online, radio, DOOH and social. There will be four ads in the campaign, each running for two weeks and focusing on a different burger. They are set in everyday British locations, with friends and colleagues discussing what they are going to have for lunch. One character suggests McDonald’s because he/she is keen to try the ‘Great Tastes of America’ burgers. Just describing the authentically American flavours, the characters begin to transform into their bold American alter egos. A very British sense of ‘mundanity’ remains throughout with neither character reacting to the transformation. By the end, though, both characters have gone totally ‘all out’ American.
The campaign runs until 27th June across the UK and it seeks to drive excitement for the limited time only, all-American offering at McDonald’s. The idea is that the promotion allows customers to ‘go all out’ – with a bigger, louder experience than they have come to expect. McDonald’s ‘Great Tastes of America’ burgers give us Brits the excuse to indulge in a little bit of this flashier version of their normal McDonald’s experience.
According to Laura Randall, Creative at Leo Burnett: “Great Tastes of America is an opportunity for us to play with the differences between us reserved Brits and our more extroverted cousins across the pond.
“Just by describing the authentically American flavours in each burger, our normally inhibited British characters transform into their American alter ego – cowboy boots and all.”
Pete Heyes, Creative Director at McDonald’s adds: “Promotions at McDonald’s demand fresh and cut through work. This year the Great Tastes of America promotion really does take us to new and unexpected levels.”