McDonald’s new acampaign is underlining how its new features help increase its convenience.
The campaign by Leo Burnett London, features three ads illustrating that fast and efficient service is ever more important. The UK ads focus on table service, the app and ordering screens.
‘Hands Full’ shows a young couple adjusting to life with a newborn baby and all the paraphernalia that comes with parenthood. ‘Grown Up’ highlights McDonald’s ordering screens while showing a dad and his young daughter enjoying a day out together and the final TV ad, ‘It Must Be’, follows the story of a budding romance between two teenagers playing with the McDonald’s app.
Four radio commercials also look to highlight the small, understated moments facilitated by the new services - and a playful social campaign.
Creative directors Luke Boggins and Dan McCormack said: “This is about everyday moments elevated thanks to good old customer service - and innovation based on humanity rather than technology for technology’s sake. A series of true to life vignettes showcase how new customer convenience measures afford you a bit more time to enjoy life’s special moments.”
"It’s a campaign which adds genuine emotion and delight to functional services.”
Marie Emery, senior marketing manager at McDonald’s, added: “Bringing good times to our customers is a key part of the McDonald’s offering and, thanks to our latest convenience services, these are now made that little bit easier. The suite of ads created by Leo Burnett aim to showcase these services through the little everyday moments which they help to facilitate.”