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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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Hershey’s has always warmed hearts. Now through the “Heartwarming the World” campaign, the Hershey’s brand is on a mission, melting boundaries and dissolving distances--all to create a better, sweeter world.


This holiday season, the company is leveraging the iconic “Bells” TV commercial—beloved for nearly 30 years—into an active experience via broadcast, digital and social. Instead of just watching the commercial, for the first time ever, people get the chance to play the bells themselves, share the videos, and heartwarm everyone in their social circles.

On Instagram Stories, people can play and hear new bell sounds associated with KISSES Chocolates—hand bells, church bells, door bells, cow bells, DJ horn, and southern bells. Then, they can share the video with their friends and family and spread the holiday cheer.

The heartwarmed :15 “Bells” spot runs on TV and online (sites like Hulu) through Christmas. The “Bells” social experience is hosted on playthekisses.com, supported with an Instagram Story and in-feed Facebook and Instagram posts to drive audiences to playthekisses.com.

Credits: 


Hershey’s Team:
Chief Marketing Officer: Jill Baskin
Senior Director: Ian Norton
Sr. Brand Manager: Kriston Ohm

Digital Content and Strategy: Ryan Riess
Brand Manager: Clark Boyer

Agency: Dentsu Aegis Network’s Sidebar
Executive Creative Directors: Dave Reger, Michael Straznickas
Creative Directors: Pam Mufson
Associate Creative Directors: June Lee
Senior Copywriter: Casey Stern
Senior Art Director: Stacy Randolph
Experience Designer: Sheila Schook
Designer: JoJo Uhila
Director of Content Production: Steve Ross
Producer: Christen James
Director of Digital Production: Lisa Zitella
Director of Technology: Reed Roussel
Digital Producer: Matt Swieca
Executive Music Producer: Jarrett Mason
Talent Supervisor: Jamika Logan
Director of Business Affairs: Joann Baker
Business Manager: Alica Townsend
Group Strategy Director: Anna Conroy
Senior Strategist: Lee Boshes
Strategist: Kelly Dittrich
Community Manager: Lauren Hurlburt
Director of Marketing Science: Dan O’Connell
Marketing Science Associate: Denise Nguyen
Group Managing Account Director: Betsy Ross
Account Director: Elizabeth Sandoval
Account Director: Kate Pinelli
Account Executive: Sari Bernfield
Assistant Account: Executive: Meghan Harris

Post Production: Framestore
Head of Production: Raven Sia 
VFX Producer: Darci Dunnagan
Flame Artist: Jamie Beckwith

Post Production: Music Playground
Arrangers: Jeff Richardi & Jason Payne 
Creative Director: James Panepinto
Chief Creative Officer: Eric Hillebrecht
Executive Producer: Eric Kaye 

Post Production: Another Country
Sound Designer/Mixer - David Gerbosi
Audio Assistant - Logan Vines
Audio Producer - Louise Rider

Media agency: UM


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