McDonald’s latest ad moves away from the joys of burgers and iced treats, to instead show the charity aspect of the fast food company.
Created by Leo Burnett, the ad focusses on Ronald McDonald House Charities and the things that matter: such as a sick child being able to hear the reassuring sound of Dad's voice when in hospital.
Alistair Macrow, senior vice president and chief marketing officer at McDonald’s UK said: “Here’s to What Matters marks a significant step change – not in what we do, but in how we talk about what we do. Our customers don’t always think about why we do things … like giving out children’s books in Happy Meals or sourcing our ingredients from British and Irish farmers. So we’re going to bring together all these individual actions into a joined-up campaign to help people understand the bigger picture; what McDonald’s is all about and show the difference that we make to people’s lives.
“By sharing our stories through multiple channels and with fresh and exciting creative and a purposeful and unifying theme, we hope to surprise and reassure the people who matter most to us, from our customers and employees, to the farmers who supply quality ingredients for our menu.”
The TV ad finishes with the new brand endline: "Here's to what matters".
Print, digital, PR and social media are all also set to form part of the campaign.