13th September 2023 – London, UK: McDonald’s latest campaign celebrates the irresistible joy of the shared order moment. Anchored around a hyperbolic, fast-paced 60” film directed by Ninian Doff, it highlights how one family’s McDelivery order ends up spreading excitedly across an entire block of flats.
In the film, we see each neighbour confidently fire off their orders without even looking at the menu, each driven by their own McDonald’s craving. The campaign idea is rooted in the insight that when ordering a McDelivery, fans already know their favourites and can order for themselves and loved ones without looking at the McDonald’s menu.
In addition, ITV Creative have produced a takeover campaign that will run across ITV during the Rugby World Cup, and beyond. In these fun spots, ITV voice-overs across the different channels appear to get distracted by the same McDelivery advert – momentarily derailing them from their job of announcing which programmes are up next.
The campaign will be underpinned by a “McDelivery, You In?” content series, created by The Red Consultancy, which will feature brand fans from the world of sport, music and entertainment sharing their ordering secrets and rituals when getting in on a McDelivery. The series will be showcased across the brand’s social and digital marketing channels during key campaign moments and will feature alongside three 30” radio spots and socially native ads.
This campaign builds on the existing ‘There’s nothing quite like a McDelivery’ brand platform by Leo Burnett, which McDonald’s launched in June 2021.
The media planning and buying was handled by OMD UK.
Kat Howcroft, Director of Digital & Media atMcDonald’s UK & Ireland, said: “This film takes our existing McDelivery platform to new heights, building on the success of our 2021 campaign. An invite to ordering a McDelivery is impossible to say no to – this film captures the joy surrounding ordering your favourites in a fun, epic way.”
Mark Elwood, Executive Creative Director at Leo Burnett UK, said: “We’ve tapped into another iconic truth about McDonald’s, this time that relatable moment when one person suggests a McDelivery and everybody else immediately wants in – no questions asked. Teaming up with brilliant Ninian Doff to bring a beautiful populist feel to this campaign.”
CREDITS
Campaign title: McDelivery, You In?
Client: McDonald’s
Advertising agency: Leo Burnett
CCO: Chaka Sobhani
Executive creative director: Mark Elwood
Creative partners: Andrew Long and James Millers
Creative directors: Gareth Butters and Emma Brooke
Creative: Alice Pearce
Social creative: Josh Merriam and Chanelle Merriam
Creative director of design: Dave Allen
Design lead: Phil Bosher
Designer: Jakk Breedon
Motion designer: Pete Rowse
Project manager/producer: Laura Taylor
Planner: Hamish Cameron and Roxy Windisch
Business lead: Caireen Harry
Account team: Alice Pavey, Nicola Kuan, and Jan Nikawala
Lead agency producer: Jennifer Fewster
Media buying agency: OMD UK
Production company: Reset x Creators Inc.
Director: Ninian Doff
Production company producer: Chris Bride
Executive producer: Verity White
Production manager: Nicci Power
Editor: Leo King, Stitch Editing
Audio post-production company: Factory
Sound design & mix: Antony Moore and Jon Clarke
Audio producer: Ciara Wakely
Post-production company: Black Kite Studios
VFX shoot supervisor: Adam Crocker
VFX lead: Paul Wilmot
VFX team: James Hansell, Jim Cullen, and Vahur KuUSK
Grade: George Kyriacou
Post-production producer: Hannah Ruddlestone
Music clearance: Sharpa Music
Music track finder: Pure Sync Inc.
Social post-production: Prodigious
McDonald’s brand team:
- Chief marketing officer, SVP: Michelle Graham-Clare
- Head of consumer communications & partnerships: Louise Page
- Director, digital & media: Kat Howcroft
- Marketing manager: Gemma Troup
- Senior brand manager: Harry Jessop
- Assistant brand manager: Joe Light
- Campaign assistant: Aleksandra Bubieniec
Media buying agency: OMD UK PR agency: The Red Consultancy Social agency: Oliver CRM: Armadillo
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