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Leo Burnett London Celebrates the Farmers and the Quality Ingredients Behind Mcdonald’s



Leo Burnett London has devised an integrated TV, radio and social campaign designed to celebrate the hard work of over 23,000 farmers across the UK and Ireland to deliver the quality ingredients that going into producing our food.

One 40” TV spot breaks on October 4th, followed by two 30” spots as well as cinema, radio and social elements. These will run across the UK and Republic of Ireland until the end of the year.

The story is told with the help of the real farmers and farm workers themselves as they show the nation the process of how they going about growing and rearing our produce.

“The ad was shot over five days travelling around real farms in the McDonald’s supply chain,” said Gary Lathwell, Creative at Leo Burnett London. “What you see in this film is what these farmers do day in day out, 365 days a year. Hats off to them. I thought our job was tough,”

Sam Houlston, Marketing Manager at McDonald’s, said: “We are extremely proud of all the hard work and care that goes into producing the quality ingredients that go into our food. It’s this hard work that helps us to ensure all of our customers continue to receive tasty food that they can trust.”

Pete Heyes, Creative Director at Leo Burnett London, added: “Bill Bernbach said, ‘The most powerful element in advertising is the truth’. The truth about McDonald’s ingredients in the UK is not only surprising, but really quite compelling. This story celebrates this with large dollops of honesty and charm.”

Media planning and buying was handled by OMD.

CREDITS:
Creative Director: Pete Heyes & Chaka Sobhani (CCO)
Creative: Gary Lathwell, Liane Dowling
Board Account Director: Kate Tweed
Account Director: Jessica Lyons
Senior Account Manager: Stephanie Bates
Account Executive: Blake Field
Agency Producer: Michelle Hickey
Agency Planner: Max Keane & Joe Beveridge
Agency Project Manager: Hannah Wood & Tim Wilks
Director/Production Co: Live Action TV – Vince Squibb at Academy Films; Social – Will Heap
Producer: Live Action TV – Steve Overs at Academy Films
Editor: TV – Paul Watts at The Quarry; Social – MAKE-Prodigious
Post Production: MPC – Marcus Moffatt
Sound Design: Parv Thind at Wave
DoP: TV – Stéphane Fontaine



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DQ Provides Happy Experiences for Families via Subscription Box Campaign


As the school year comes to a close and millennial families gear up for summer, DQ launched a first-of-its-kind subscription box filled with experiences aimed at IRL family moments. Even the box itself is designed to be part of the fun.

The DQ Box of Happy was rolled out this June and was offered as a limited three-month subscription box service with a different summer-themed activity each month. Starting with “Camp-In”, the box transforms into a non-flammable, family-room-safe campfire that is illuminated by a flame video via smartphone, using tech to heighten the experience instead of competing with it. The box also includes a shadow puppet storybook, flashlight, playing cards, and a “forest floor blanket” where the camp-in can take place. July’s “Water Park” box includes a built-in sprinkler and water-themed soundtrack families can play from their phones, and in August subscribers can “Road Trip” with a box that features a cardboard smartphone camcorder case, encouraging families to record their memories. Each box comes with a $10 DQ gift card.



The concept came from Kansas City-based creative agency Barkley, which drew inspiration for the boxes from their modern consumer knowledge that millennials prefer to use their purchasing power on experiences over material things. “Subscription boxes by nature are just a way to accumulate more stuff,” says Tim McCracken, Creative Director at Barkley, “We wanted to turn the subscription box concept on its head and create a box that offers what families really want this summer: time together.”

“Families create sweet memories whenever they visit a DQ store,” says Maria Hokanson, Executive Vice President of Marketing at American Dairy Queen Corporation (ADQ), “Box of Happy extends this delightful experience outside of our restaurants, bringing families together over campfires, road trips and more—experiences that shape the season just as much as enjoying soft-serve in the sunshine.”

The DQ Box of Happy subscription includes all three boxes for $45 and is currently sold out, but those who missed out will still be able to download an activity from a box each month at DQBoxofHappy.com.

This is the latest campaign under DQ’s newly launched tagline “Happy Tastes Good,” which positions the iconic brand as a destination for happy moments and memories. The new tagline replaces “Fan Food. Not Fast Food,” which has been the brand’s tagline since 2014.

CREDITS:

Dairy Queen
Maria Hokanson - EVP, US Marketing
Whitney McChane - VP, Marketing Communications
Cassie D’Kae - Integrated Communications & Public Relations Manager
Lisa Jesser - Integrated Marketing Manager
Jenell Lammers - Content & Social Media Marketing Manager


Barkley
Tim Galles - Chief Idea Officer
Katy Hornaday - Executive Creative Director
Berk Wasserman - Group Creative Director
Tim McCracken - Creative Director
Justin Smith - Sr. Copywriter
Chris Larberg - Sr. Art Director
Jasmine Henry - Producer
Chris Cardetti - Executive Strategy Director
Molly Griffin - Sr. Strategist
Justin Sutton - VP, Brand Leader
Julia Unverfehrt - Brand Supervisor
Madison Stanze - Assistant Brand Manager
Shelley Schulenberg - Senior Print Production Manager
Bailey Grover - Social Director
Katy Zimmerman - Social Supervisor
Macy Kaufman - Social Specialist

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