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McDonald's embarks on mission to drive trust in brand

McDonald's is hoping to drive consumer trust in the brand with the launch of a new campaign in the UK which looks to address food quaity concerns.

The campaign, which launched on Friday evening (15 May) with a 60-second TV advert by Leo Burnett London, showcases the quality of beef used by the fast food company- 100 per cent beef from good cuts - something McDonald's said people often hold inaccurate preconceptions about.

A national press campaign will run alongside the TV advert, to reinforce the ‘nothing added’ messaging, and features the branding strapline 'Here's to what matters'.

While underlined by serious messaging the mood of the advert is upbeat, a direction McDonald's has adopted in the US in the hope of sparking what it claims is the customer-centric “brand transformation” needed to plaster haemorrhaging sales in the country.

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