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Leo Burnett Pays Tribute to the Green Guardians of the Farm in New McDonald's Spot



Campaign celebrates the often forgotten trees and the comfort they give

Leo Burnett Pays Tribute to the Green Guardians of the Farm in New McDonald's Spot

The second TVC in the new McDonald’s UK integrated campaign to drive trust in the brand launched on Saturday 16th with a reassuring, and somewhat surprising story!

Developed by Leo Burnett, the second TVC in the campaign highlights the importance to McDonald’s of working with British & Irish farmers who care – care about the welfare of their livestock and about the quality of their produce with which they supply McDonald’s – because these are all things that really matter to McDonald’s customers.

The TV spot demonstrates how much the farmers that McDonald’s works with care via the example of a tree: the simple tree is often ignored, simply blending into the background of everyday life. But, to the farmers that supply McDonald’s with their free range eggs, trees are really important as they supply cover and a more comfortable environment for the hens that lay the eggs. 

The campaign also comprises of print, digital, PR and social media which bring to life McDonald’s’ understanding of ‘what matters to people’, from giving away children’s books in Happy Meals to supporting Ronald McDonald House Charities.

This broad variety of trust driving messaging sits together under the new brand endline: "Here's to what matters" 

Alistair Macrow, Senior Vice President, Chief Marketing Officer, McDonald’s UK said: “Here’s to What Matters marks a significant step change – not in what we do, but in how we talk about what we do. Our customers don’t always think about why we do things ... like giving out children’s books in Happy Meals or sourcing our ingredients August. Focusing on the from British and Irish farmers. So we’re going to bring together all these individual actions into a joined-up campaign 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 and employees, to the farmers who supply quality ingredients for our menu."

The campaign was written by Jon Fox, art directed by Rik Brown with creative direction from Richard Robinson & Graham Lakeland. The TVC saw directed by Joshua Neal at Smuggler.

Trees McDonald's
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Genres: Storytelling

Categories: Fast food, Retail and Restaurants

Leo Burnett London, Mon, 18 Aug 2014 16:07:42 GMT