McDonald’s champions togetherness over materiality with ‘The List’
McDonald’s UK is promoting social good this Christmas by emphasizing the spirit of togetherness over material goods.
‘The List’ from Leo Burnett rips up appeals for games consoles and toys to showcase the ‘little things’ that carry a deeper meaning – a reminder that in times of hardship the best things in life remain free.
Turning the notion of gift-giving on its head, the campaign encourages friends and family to document the shared activities and experiences they would wish to have on the holiday rather than more presents. To ease this process, McDonald’s has curated a range of experiences across the country, from light shows to carol singing, that can be enjoyed by everyone.
Airing on prime-time ITV and in cinemas for the release of Black Panther: Wakanda Forever, the heartwarming campaign follows a young boy and his mum as they prepare for the big day. The boy devises an ever-expanding Christmas list while his mum makes all the preparations.
These matters come to a head on Christmas Eve when, after the boy loses the list, a visit to McDonald’s reminds the family that it is the little things that matter most.
Michelle Graham-Clare, senior vice-president and chief marketing officer, said: “We know this Christmas isn’t going to be a normal one for many families across the UK and Ireland, so it’s more important than ever that we’re there to support our customers in their preparations to get Reindeer Ready.
“We’re proud to launch The Alternative Christmas List, which will provide many families across the UK with free, fun activities in the lead-up to the big day, but to also be supporting our charity partner BBC Children in Need with much-needed funds at a time when they need it most.”
The emotive piece is set to a reworked version of the Yazoo classic Only You by Becky Hill. Customers can participate by downloading the McDonald’s app or logging into a dedicated Reindeer Ready website.