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McDonald’s Sponsor ITV’s Coverage of the NatWest Six Nations

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Foodmakers signature collection idents, created by Leo Burnett London, use awkward humour to promote upcoming sports event

McDonald’s Sponsor ITV’s Coverage of the NatWest Six Nations
To drive awareness of its gourmet Signature Collection range, McDonald’s UK has signed a deal to become the 2018 broadcast sponsor of ITV’s Rugby Six Nations coverage.

The partnership, brokered by ITV and OMD UK, starts on  4th February and includes sponsorship of all ITV’s broadcasts of England, Ireland and Italy home games.

It covers broadcast sponsorship, highlights shows and a multi-platform activation which includes catch up and simulcast on the ITV Hub, plus creative executions on within dedicated NatWest Six Nations pages.

The idents, created by Leo Burnett, maintain the brand’s sense of humour whilst introducing the audience to an unexpected new range at McDonald’s with rugby players in various scenarios demonstrating ‘A Touch of Class’.

Marco Ruggeri, Marketing Manager at McDonald’s, said: “The Signature Collection is one of our biggest permanent menu innovations in 44 years and has been incredibly well received during the trial stages. Now the range is available in over 1,000 stores, the partnership provides us with a great opportunity to signpost our target audience to The Signature Collection. We look forward to working with ITV over the course of the tournament.”

The campaign will be supported by TV, OOH, Press, Cinema and Digital advertising, with a mobile-first approach, targeting customers with premium social and display formats.

In a step-change for the brand, print advertising will also feature in some premium Men’s monthly magazines including GQ, to drive awareness of the flavour profiles across The Signature Collection range.

McDonald’s Signature Collection is now exclusively available in over 1,000 McDonald’s restaurants. The range of premium burgers are available in three flavours – The Classic, The BBQ and The Spicy.
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Production Company

Director: Peter Cattaneo

DOP: Ben Fordsman

Producer: Juliette Harris

Production Company: Academy

Post Production / VFX

Post Production Company: MPC

Creative Agency

Account Executive: Andrew Rees

Art Director: Gareth Butters/Peter Heyes

Board Account Director: Victoria Reiz

Chief Creative Officer: Chaka Sobhani

Client Service Director: Layla Potter

Copywriter: Gareth Butters / Peter Heyes

Creative Agency: Leo Burnett London

Planner: Catherine Owen

Planning Director: Max Keane

Senior Account Manager: Jack Brenman

Senior Planner: Adriana Ferran


Sound Design: Dugal Macdiarmid at Wave


Edit Company: The Quarry

Editor: Scott Cato


Advertiser: McDonald's

Categories: Food, Convenience

Leo Burnett London, Fri, 02 Feb 2018 13:24:22 GMT