Free Range Freshly Cracked Eggs
Leo Burnett released two new campaigns for McDonald's this week as part of a continued global effort to engender a greater feeling of trust in the brand and bust open the widely believed and mostly false myths that have been circling about the fast food chain (such as the infamous chicken nugget slime). In the UK, Leo Burnett London have been acknowledging some of the common misconceptions customers hold around the core McDonald's products, before communicating the truth around the quality of the ingredients that they use. Last year the campaign focused on the quality and provenance of its beef (in “The Cow”), and was followed by TVCs for Chicken and Fries. Now, they are focusing on another core product for the restaurant chain; the eggs in their breakfast McMuffins.
In the UK, Leo Burnett London have been acknowledging some of the common misconceptions customers hold around the core McDonald's products
The 40 second “Eggs” spot addresses head-on the myth that the eggs in McMuffins aren’t real. To bring this to life, we follow Jen, a McDonald’s customer who questions this common misconception. Characters who are involved on the journey, from free-range egg farm, to the final egg in the McMuffins, explain the truth about how they are made, concluding that there is a freshly cracked, free-range egg in every McMuffin. The campaign fits within the brand’s “Good to Know” customer proposition, directing people to the Good To Know website, a platform which provides customers with further, interesting content that covers a breadth of McDonald’s food stories. The ad will be supported by online content on YouTube and Facebook. National press ads will also run alongside the TVCs, further bringing to life the journey from ingredients to final product.
Indian McDonald's customer, meanwhile, are being treated to a more traditional spot, which pushes the chain's new (and rather decadent looking) “Maharaja Mac.” Positioning the new sandwich as “The Social Burger.” The campaign is built on the insight that people hurry through their lives and also through their meals, hardly finding time to communicate and share quality offline experiences The Maharaja Mac burger is India’s equivalent of the iconic International Big Mac, and is designed to take time to finish, giving diners the time to catch up with friends and family, hence the name. With the mega launch at the beginning of this year, McDonald’s India aims to fulfil its vision of being a sociable, relevant and contemporary food destination. A journey which the brand started with the #KuchPalPOffline campaign.
Asian McDonald's customer, meanwhile, are being treated to a more traditional spot, which pushes the chain's new “Maharaja Mac”
Kedar Teny, Director of Marketing and Digital at McDonald’s India, said: “The campaign strikes up a conversation with consumers that largely focuses on gaining their share of time. Our campaign tagline #ThodaTimeAur highlights how the Maharaja Mac allows the customer to socialise and spend quality time with their friends and family, and enjoy a memorable dining experience. We are extremely delighted to kick start the year with this exciting launch and will continue to stay attuned to the evolving needs of our customers and constantly innovate menu to stay ahead of the curve.” RajDeepak Das, Chief Creative Officer at Leo Burnett India, added: “Maharaja Mac is the social burger from McDonald’s and its purpose is to allow people more time to socialise with friends and loved ones. Aptly titled #ThodaTimeAur, the campaign demonstrates how with Maharaja Mac’s great taste and large size, one can be involved in long conversations, thus helping to further establish the brand’s image as a great place to connect and share for real.”
Career Planning “The Social Burger”
Finally, across the pond (in the US), McDonald’s USA and The Kraft Heinz Company have launched a new campaign for McCafé, the brand's packaged coffee brand, celebrating today's modern mother. This is the first campaign created by Leo Burnett Chicago for McCafé, a brand shared by two existing clients: McDonald’s and Kraft Heinz. The campaign launched today, (January 18) with TV, print and digital.
