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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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McDonald’s Canada Launches Innovative Campaign to Hire Friends Together


McDonald’s Canada and Cossette have launched “Friends Wanted”, a 360° campaign that leverages the insight that youth are more likely to apply for jobs if it means working with friends. Interested friends are encouraged to apply together, get hired together and work together.

“One of the key benefits of working at a McDonald’s restaurant is the camaraderie among crew members,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “With this campaign, we are celebrating the spirit of friendship while continuing to build on and express our ongoing belief in Canadian youth.”

The campaign aims to differentiate McDonald’s in a crowded youth employment market, drive applications and boost McDonald’s reputation for being a fun, accessible place to work.

Following the March 27th Snapplications one-day virtual hiring activation, “Friends Wanted” is a continuing strategy for McDonald's to engage with young workers as a modern and progressive employer. The ‘Friends Wanted’ campaign is a recruitment first in that it includes an online application form that allows potential staff to apply with a friend. Additional assets that will be piloted as part of the program are an updated Owner-Operator hiring toolkit including digital and print ads, tray liners and crew stickers.

“It's a simple, but powerful shift that has the potential to not just double the number of potential applications, but makes the idea of working with friends real,” says Jordan Hamer, Associate Creative Director at Cossette. “McDonald’s has always been a big employer of youth and this strategy is a direct response to how today’s young workers want to engage with employers.”

“Ruth”

“Name tags”

“Ham”

Credits
Name, Title: Friends Wanted
Client: McDonald’s Restaurants of Canada Limited:
Marketing: Antoinette Benoit - Chief Marketing Officer; Hope Bagozzi - Marketing Officer; Melanie Courtois - Senior Marketing Manager
HR: Stephanie Hardman - Chief People Officer

Agency: Cossette
Global Chief Creative Officers: Peter Ignazi, Carlos Moreno
Group Creative Director: Jon Frier
Associate Creative Directors: Spencer Dingle, Jordan Hamer
Art Director: Tyler Robitaille
Copywriter: Ellen Porteous
Senior Designer: Eric Wood
SVP, Managing Director: Kathy McGuire
VP, Client Lead: Sarah Jue
Account Executive: Valerie Traitses
Strategist: Jeff McCrory
Sr. Digital Project Manager: Jeff Maynard
Senior Director, Communications: Stacey Masson
External Communications Manager: Kali Pearson

Media Agency: OMD
Director: James Haworth
DOP: Stuart Campbell

Production House: Circle Films
Sound: Berkeley Inc.


About Cossette
Cossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.


About McDonald’s Canada
In 1967, Canadians welcomed the first McDonald's® restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 100,000 people from coast-to-coast and approximately 90 percent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, beverages and packaging, more than 85 per cent is purchased from over 100 suppliers in Canada.

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