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McDonald’s has launched a new campaign to support their Saver Menu.

Created by Leo Burnett, the TV campaign plays on the iconic McDonald’s Saver Menu offered at affordable prices, suggesting that it appeals to all those who enjoy really getting their money’s worth.

In ‘Perfume’ a woman is puzzled to see her husband applying the perfume he had given her for her birthday. However, he is using it to get his money’s worth from the gift, as she never wears it herself.

The campaign will continue throughout 2014, with two further TV ads, and will also feature the Saver Menu’s classic range.

The TV ads were written by Ed Tillbrook and Richard Ince with Matt Lee and Peter Heyes as Creative Directors. Executive Creative Director was Justin Tindall, and the ad was directed by Tony Barry of Sonny. The TV is supported by an outdoor campaign, Art Directed by Lance Crozier; and a radio campaign, also written by Ed Tillbrook and Richard Ince.