Leo Burnett London makes people think about McDonald’s without ever mentioning McDonald’s in new outdoor campaign.

Building on the brands heritage of iconic out of home advertising, this latest instalment serves time relevant reminders of hero menu items such as the Sausage and Egg McMuffin, Big Mac and Filet-O-Fish.

Created by Leo Burnett London, in collaboration with renowned typographer David Schwen, the eye-catching creative features ingredient stacks that are so recognisable, viewers of the work create their own association back to the McDonald’s products they are referencing.

The campaign breaks on 27th January and runs across digital outdoor sites nationwide.

Pete Heyes, creative director at Leo Burnett, said: “McDonald’s is a leader. Only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve’.”