McDonald’s and Leo Burnett London have launched a surreal new campaign, ‘We Deliver’, which announces the nationwide roll out of McDelivery by celebrating the unique thrill of enjoying a McDonald’s at home.
The campaign highlights a host of novel, bizarrely satisfying eating rituals that McDelivery, via Uber Eats, now makes possible.
The hero 30” film takes us on a journey across a variety of British homes (accompanied by catchy rhymes) to find different people enjoying iconic McDonald’s products in places they’ve never experienced before – from ‘Fillet-O-Fish from a dish’ to ‘nugs on rugs’.
The campaign is brought to life across multiple channels, targeting consumers who love McDonald’s and love takeaways for the convenience of home delivery – but have never been able to combine the two. It seeks to establish McDelivery across all key takeaway moments – with a focus on dinner time but also highlighting early-mornings and all times in-between.
Supported by social, digital and radio, the campaign uses a whole host of digital channels to target moments when people are thinking about a takeaway with personalized messages.
The campaign also uses A Million Ads to enable the radio spots to dynamically engage with consumers across digital audio. These ads tailor messages based on various data triggers – such as changes in weather, time of day, location and device – via hundreds of unique ads seamlessly stitched into the rhyming pattern. Dynamic video on social also works to deliver the right message, at the right time.
Ben Fox at McDonald’s, said:
Our new McDelivery Campaign announces that you can now get your favorite McDonald’s food items delivered for you to enjoy, wherever, whenever and however you chose, from over 900 restaurants across the UK and Ireland.
Graham Lakeland at Leo Burnett London, said:
We’re all so familiar with McDonald’s, yet the idea of eating it at home is somehow strange. We wanted to embrace this oddity, creating a campaign that explores all the exciting possibilities that await us now McDonald’s offer delivery.
Agency: Leo Burnett London
Bethany Watts – Business Director
Steph Bates – Account Director
Laura Taylor – Account Manager
Sophie Hedgley – Account Executive
Abbie Mclean – TV Producer
Miles Dell – Project Manager
Chief Creative Officer: Chaka Sobhani
Creative Director: Graham Lakeland, Andrew Long
Client name: Ben Fox – Marketing Director Brand & Experience
Hannah Pain – Marketing Manager
Emma O’neill –Assistant Campaign Manager
John McClure- Campaign Assistant
Creative Team: Charlotte Prince & Loriley Sessions
Planner/CSU Director: Joe Beveridge – Planner
Media agency: OMD
Media planner: Katie Elliott
Activation Agency (In-restaurant, Monopoly campaign social, Digital Display): The Marketing Store
e-CRM Agency: Armadillo
PR Agency: Red Consultancy
Production company: Blink
Director: Los Perez
McDonald’s has run its business in the UK since 1974 and currently operates just over 1,300 restaurants across the UK. McDonald’s is one of the UK’s largest private sector employers, employing over 130,000 people. It is estimated to provide 70,000 jobs to young people aged 16-25, making it one of the largest employers of young people in the UK.
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