McDonald’s invites weather conversations with reactive climatic campaign

By John Glenday | Reporter



Creative Works article

April 24, 2018 | 3 min read

Burger chain McDonald’s has teamed up with the Met Office to bring Britain’s unpredictable weather to life on giant screens throughout the country.

Leo Burnett London was tasked with bringing the small talk staple to life by reimagining a typical menu as weather icons representing live temperature and 5-day forecasts.

The resulting weather map does away with more traditional icons to use the likes of an unwrapped burger to represent the sun and an upended box of French fries to denote rain. This unorthodox language consists of eight menu items in all to help denote the full range of April weather.

McDonald's weather campaign

McDonald’s invites weather conversations with reactive climatic campaign

Hannah Pain, senior brand manager at McDonald’s said: “We are very excited to be using some of our most loved products to join in the very topical April weather conversation.”

Ben Newman, creative at Leo Burnett London added: “Don’t trust the weatherman. This April, McDonald’s has got you covered.”

McDonald's is facing a hostile climate of its own as it faces calls for greater regulation of junk food advertising on TV and online.

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McDonald's: Weather-reactive billboards by Leo Burnett London

By McDonald's

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McDonald's is a fast food company that was founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. 

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