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McDonald’s brings back Great Tastes of the World menu with campaign by Leo Burnett London



McDonald’s Great Tastes of the World Campaign by Leo Burnett London from Adstasher on Vimeo.

McDonald’s is backing the return of its Great Tastes of the World menu with an extensive new ad campaign created by Leo Burnett London.

In the new television spot, a group of Brits clad in summer walking gear are preparing to scale a verdant mountain in the Swiss Alps. Before they can, however, the weather closes in and they are left shivering in an ice cave.

The voiceover says ‘Sometimes a taste is all you need’ – the strapline associated with McDonald’s Great Tastes of the World. We then see a close-up shot of the McDonald’s rich and creamy Swiss stack looking delicious with its smoky bacon and emmental cheese sauce.

The ad follows a spot promoting the French-inspired burger in which Lycra-clad Brits attempting - and failing - to tackle the Pyrenees on their high-end racing bikes are cheerily passed by a local Frenchman effortlessly scaling the hill on his traditional push bike.

Two further television ads will follow promoting Brazil and Jamaica-inspired menu items, along with radio spots, social activity, press, digital and out-of-home advertising. In each, a similar theme is followed with holiday optimism quickly turning out to be misplaced.

Each country-themed burst runs for two weeks, making eight weeks in total for the campaign. The Switzerland ad breaks on October 10.

Michelle Graham-Clare, McDonald’s Head of Marketing, Food and Beverages, said: “With Great Tastes of the World comes the opportunity to give our customers a taste of adventure, and following on from last year, this suite of ads does exactly that! We’re encouraging our customers to try something a little bit different, with four tasty burgers all inspired by countries from around the world.

Pete Heyes, Creative Director at Leo Burnett London, said: “It’s great to continue this platform through into year two. And this year, it’s just that bit bigger and funnier. Scorching British summers aside, it may well be worth considering a staycation and a McDonald’s.”

PRODUCTION CREDITS

Agency Leo Burnett London
CCO Chaka Sobhani
Creative Director Pete Heyes
Creatives James Millers & Andrew Long
Account Team BAD Bethany Watts, SAM Steph Bates, AM Gracie Smith & AE Laura Taylor
Project Manager/Digital Producer Tim Wilks & Maisie Shelbourne
Agency Producer Bruce Macrae
Director/ Production Co Guy Manwaring, Sonny
Producer Fraser Lawson
Editor Saam Hodivala at Work
Post Production Moving Picture Company
Sound Studio Wave
DoP Alex Melman
Media OMD\

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Betfair and Leo Burnett Showcase What it Means to ‘Play Smart’ with Global Football Superstars


Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’ targeted at new and existing customers and using world-renowned sports legends to show them how to ‘Play Smart’.

Leo Burnett London were tasked to create a campaign that highlights Betfair’s position in the market as the go-to place for smart betting by leveraging their sponsorship contracts with Arsenal F.C, FC Barcelona and Juventus F.C.

Using Betfair’s access to high profile talent as part of their sponsorship contracts, the campaign consists of three online films, using 12 world renowned football players, including; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona)

The club films convey how the football players assess, predict and anticipate moves before they happen, both on and off the pitch, emphasising Betfair’s position as being the place for smart bettors and a platform that embodies ‘Playing Smart’.

The Play Smart campaign is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical short form edits, designed to drive viewers to watch the three club films. The edit featuring FC Barcelona’s attacking midfielder Philippe Coutinho will be turned in to a TV ad for Spanish markets broadcasting this week.

Stephen Mault, Brand Director at Betfair said: “We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”

Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

Credits:
Title/Project - Betfair Play Smart

Agency - Leo Burnett London
Agency contact - Liam Hopkins, Client Lead

Client Name, Harry Phillips, Head of Sponsorship & PR

Copywriter - Liane Dowling
Art director - Gareth Butters
Planner/CSU Director - Ben Felton
Designer - Ron Morrison

Production company - Tangerine Films
Director - Ben Jones

Audio Post Production - Prodigious

Post Production - Prodigious

Exposure (media channels) - Facebook / Twitter / Instagram / TV – Spain & Brazil (Barcelona only)

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