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McDonald's unveil the final phase of their “My Burger” experiment

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To celebrate the climax of their “My Burger” campaign, McDonald's and Leo Burnett have unveiled a new TV ad, which will showcase the five winning burgers from the fast-food restaurant chain's ambitious crowdsourcing campaign. Each of the winning burgers will be going on sale from today (the 15th of October) alongside significant digital advertising across social media and radio promotion through Kiss FM. The first burger to drop into McDonald's restaurants across the UK will be “The Big Uno,” which was created by Tammy Rose from Sittingbourne and features (aside from the burger and bun, of course) cheese, bacon, red onion, lettuce, ketchup and mayonnaise. Other winners have been announced as “The Sweet Chilli Fiesta, The Ultimate Supreme, The McPizza Pepperoni Burger and The Big Spicy Bacon.”

The first burger to drop into McDonald's restaurants across the UK will be “The Big Uno,” which was created by Tammy Rose from Sittingbourne

The customisable burgers were created using an online “Burger Builder,” which let fans create a personalised burger with an app designed by Razorfish. The 11 most popular combinations were then handed to an expert panel of judges, who whittled them down to 5 winners. Judges on the panel included England rugby legend Phil Vickery and McDonald's UK's managing director Mark Hawthorne, amongst others. The campaign not only echoes the brand's pledge to ramp up personalised in-store experiences, but also proves they are not shying away from their other promise to widen their digital footprint and win back younger diners from competitors such as Subway and Nando's.

McDonald's UK – My Burger 2014

Alistair Macrow, senior vice-president and chief marketing officer at McDonald's UK, said that this is the first time the franchise has “Given UK customers the unique opportunity to design their own beef burger,” and appear on their “World-famous menu.” He said they have been “Overwhelmed by the public’s response,” and that “The five burgers that have made it onto the menus look and taste fantastic.” The TV ad was developed by Leo Burnett, and will be broadcast from now until the 15th of November. Macrow believes that “Customisation and digital engagement are becoming an integral part of how consumers interact with companies,” and it would appear that with this campaign, he's really putting his money where his mouth is.

The customisable burgers were created using an online “Burger Builder,” which let fans create a personalised burger with an app designed by Razorfish

This isn't the first time such a marketing ploy has been utilised of course. Indeed, Walkers crisps are currently running a very similar campaign with their “Do us a flavour” positioning, which is allowing the public to decide the next official flavour from a selection of 6 fan-made recipes. This is not the first time Walkers have run such a campaign, only this time, the creator of the chosen flavour will take home a £1 million prize for their troubles, with the five runners up each bagging £10,000. The judging panel who selected the 6 finalist flavours included comedian David Walliams and Michelin starred chef and television personality Marco Pierre White.

Official McDonald's UK Website

Official Leo Burnett Website

Official Razorfish Website

Benjamin Hiorns is a freelance writer, musician and staunch supporter of the Big Mac.

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