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Leo Burnett Rolls Out First Crowd-sourced Burgers for McDonald's

16/10/2014

Leo Burnett UK

Advertising Agency

London, UK

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16/10/2014

Campaign launches with five new promotional burgers

McDonald’s announces that five crowd-sourced beef burgers, created by members of the public, will be available across its 1,200 UK restaurants for the first time from yesterday.

A TV and national press campaign, created by Leo Burnett, announces the winning burgers’ arrival on the McDonald’s menu. The campaign features a different burger each week for five weeks, created by the winners of the nationwide ‘My Burger’ competition, giving people the opportunity to have their dream beef burger feature on McDonald’s iconic menu – and marketing a restaurant first in the UK.

‘My Burger’ started back in May. From spicy burgers to cheesy burgers, the My Burger competition generated over 98,000 entries from the length and breadth of the UK. A crowd-sourcing campaign allowed members of the public to get creative, with an online ‘burger builder’ developed by Digital Agency, RazorFish. Customised burgers were created and then shared online to gain public votes.

Entrants were challenged to combine a 100% British and Irish beef patty with a choice of over 80 different quality ingredients – ranging from streaky bacon and cheddar cheese to guacamole, chorizo and pineapple.

The most popular burgers were assessed by an expert judging panel. This included England rugby legend and Celebrity MasterChef winner Phil Vickery and McDonald’s Managing Director, Mark Hawthorne, who had the tough job of choosing the five tastiest burgers to appear on the menu.

The documentary-style TV campaign interviews people that got close, but not close enough to being a ‘My Burger’ winner. With one couple having an identical flavour combination to the winner but forgetting to enter their burger, and another couple having an identical flavour combination, bar one or two ingredients. Each of the couples interviewed, one per week, feel robbed of not being one of the five ‘My Burger’ winners.

The TV is supported by a press launch which introduces the first of the ‘My Burger’ winners, with a visual reference that looks like a medal.

The nation’s five favourite burgers will be on sale for one week each between 15 October and 18 November. They are:

• The Big Uno – created by Tammy Rose, from Sittingbourne (available from 15 October – 21 October). Made with McDonald’s 100% British and Irish beef patty, cheese, bacon, red onion, lettuce, ketchup and cool mayo in a sesame topped bun

• The Sweet Chilli Fiesta – created by Harry Lloyd, from Newport (available from 22 – October – 28 October). Made with McDonald’s 100% British and Irish beef patty, cheese with peppers, maple cured bacon, lettuce, red and yellow peppers, crispy fried onions and habanero sweet chilli sauce in a paprika topped bun

• The Ultimate Supreme – created by Dave Wright, from Birmingham (available from 29 October – 4 November). Made with McDonald’s 100% British and Irish beef patty, Maple cured bacon, Emmental cheese, red onion, lettuce, ketchup and pepper mayo in a sesame topped bun

• The McPizza Pepperoni Burger – created by Charlotte Butcher, from Rugby (available from 5 November – 11 November). Made with McDonald’s 100% British and Irish beef patty, mozzarella cheese slices , pepperoni, lettuce, premium ketchup and tomato and smoked paprika sauce in a cheese topped bun

• The Big Spicy Bacon – created by Luke Watson, from Lincoln (available from 12 November – 18 November). Made with McDonald’s 100% British and Irish beef patty, cheese with peppers, bacon, lettuce, onions, jalapenos and piri-piri mayo in a chilli chive and sesame topped bun

Alistair Macrow, Senior Vice President, Chief Marketing Officer, McDonald’s UK said: “This is the first time we have given our UK customers the unique opportunity to design their own beef burgers, for the chance to appear alongside some of our most iconic burgers on our world-famous menu. We have been overwhelmed by the public’s response. The five burgers that have made it onto our menus look, sound and taste fantastic, and I hope our customers will enjoy trying them out too.”

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