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McDonald's UK Launch New Breakfast Campaign

23/04/2013
Advertising Agency
London, UK
670
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Leo Burnett remind the public of brand's most iconic breakfast icon

 

McDonald’s launches a new campaign created by Leo Burnett reminding people of their most iconic breakfast item – the one and only Sausage and Egg McMuffin. The TV creative shows the epic journey one man and his dog make from the Scottish highlands to McDonald’s to get a breakfast truly worthy of the trip - a Sausage and Egg McMuffin meal. The creative is summed up by the endline ‘worth getting up early for’.
 
 
The TV creative was led by Adam Tucker and written by Phil Deacon and Sabina Kelly with Pete Riski of Rattling Stick directing. The food was shot by Charlie Stebbings of Steam. The ECD was Justin Tindall.
 
The work is supported by a national press and radio campaign, which supports the message of worth getting up early for (in radio) and heroes the Sausage and Egg McMuffin with the line ‘The rest of the day has a lot to live up to’ (in print). Again Adam Tucker led the creative with Phil Deacon and Sabina Kelly writing the radio and Liam Bushby and Alison Steven creating the print helped by the typographic skills of Alison Carmichael. Justin Tindall was ECD, and Lance Crozier the Head of Art.
 
Credits
 
TV:
Client McDonald’s
Creative agency Leo Burnett
Creatives Phil Deacon & Sabina Kelly
Creative Directors Adam Tucker
Agency Producer Hannah Boase
Media agency OMD
Planner (media agency) Lucinda Allen
Production Company Rattling Stick / Steam
Director Pete Riski / Charlie Stebbings
Editor Eve Ashwell, Cut & Run
Post-production Moving Picture Company (MPC)
Audio post-production 750 MPH
 
Print:
 
Creatives Liam Ashby & Alison Steven
Creative Director  Adam Tucker
Designer Andy Allen
Head of Art Lance Crozier
 
Radio:
 
Creatives Phil Deacon & Sabina Kelly
Creative Director Adam Tucker
Agency Producer Adam Furman
Sound Engineering John clarke
Studio Factory Studios
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