Creativity Brand Strategy

McDonald’s highlights delivery options with maps-inspired ad campaign

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By Chris Sutcliffe | Senior reporter

June 13, 2022 | 3 min read

McDonald’s is capitalizing on the changing nature of food delivery with a new campaign, created in partnership with Leo Burnett.

The campaign sees the instantly-recognizable ‘location pins’ popularized by online mapping tools integrated into minimalist designs featuring the McDonald’s branding.

The pin is somewhat hidden among the McDonald’s products, which include a Big Mac, gherkin, strawberry milkshake and fries. The use of the familiar color palette and ‘we deliver’ slogan were designed to ensure the out-of-home (OOH) creative is “distinctly recognizable as from McDonald’s.” OMD is handling the OOH planning and buying.

McDonalds PR copy

The campaign features minimalist artwork with an integrated location pin design

Steve Howells, director of marketing and media, McDonald’s, said: “McDelivery is a key pillar of our business. With this Pins campaign, we are reminding our customers that they can enjoy their favorite McDonald’s products, wherever they are, thanks to McDelivery.”

Mark Elwood, executive creative director, Leo Burnett London, said: “The iconicity of McDonald’s distinct brand assets built up over decades is unrivaled. It’s proving catnip to our creative department’s craft instincts, playing around with minimal branding to still deliver some truly iconic work.”

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The rise of delivery options is presenting restaurants and fast food outlets with a challenge, as the context in which the food is consumed is less readily apparent. In order to ensure that consumers continue to associate the brand with the delivered food, it is likely the biggest fast-food brands will consider OOH campaigns like this one.

The campaign is the latest in a series of minimalist OOH work from McDonald’s leaning on the power of the brand’s distinct visual assets, specifically the famous Golden Arches in ‘Lights On’ as well as ‘Iconic Stacks.’

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