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Leo Burnett London Celebrates Farmers and Quality Ingredients Behind McDonald’s

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The spots were shot over five days travelling around real farms in the fast food brand’s supply chain

Leo Burnett London Celebrates Farmers and Quality Ingredients Behind McDonald’s
Leo Burnett London has devised an integrated TV, radio and social campaign designed to celebrate the hard work of over 23,000 farmers across the UK and Ireland to deliver the quality ingredients that going into producing our food.

One 40” TV spot breaks on October 4th, followed by two 30” spots as well as cinema, radio and social elements. These will run across the UK and Republic of Ireland until the end of the year.

The story is told with the help of the real farmers and farm workers themselves as they show the nation the process of how they going about growing and rearing our produce. 

“The ad was shot over five days travelling around real farms in the McDonald’s supply chain,” said Gary Lathwell, Creative at Leo Burnett London. “What you see in this film is what these farmers do day in day out, 365 days a year. Hats off to them. I thought our job was tough.”

Sam Houlston, Marketing Manager at McDonald’s, said: “We are extremely proud of all the hard work and care that goes into producing the quality ingredients that go into our food. It’s this hard work that helps us to ensure all of our customers continue to receive tasty food that they can trust.”

Pete Heyes, Creative Director at Leo Burnett London, added: “Bill Bernbach said, ‘The most powerful element in advertising is the truth’. The truth about McDonald’s ingredients in the UK is not only surprising, but really quite compelling. This story celebrates this with large dollops of honesty and charm.”

Media planning and buying was handled by OMD.
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Post Production / VFX

Post Production Company: MPC

Post Production: Marcus Moffatt

Production Company

Production Company: Academy Films

Director: Vince Squibb (live action TV), Will Heap (social)

Producer: Steve Overs

Director of Photography: Stéphane Fontaine


Sound Company: Wave

Creative Agency

Creative Agency: Leo Burnett London

Producer: Michelle Hickey

Senior Account Director: Stephanie Bates

Account Executive: Blake Field

Planners: Max Keane & Joe Beveridge

Creatives: Gary Lathwell, Liane Dowling

Board Account Director: Kate Tweed

Account Director: Jessica Lyons

Project Manager: Hannah Wood & Tim Wilks


Edit Company: The Quarry, Prodigious (social)

Editor: Paul Watts, MAKE (social)

Genres: Documentary, People

Categories: Food, Convenience

Leo Burnett London, Mon, 08 Oct 2018 16:28:14 GMT