Leo Burnett London Creates Campaign Showing How on Some Mornings, Only a McDonald’s Breakfast Will Do

McDonald’s is launching their latest breakfast campaign, which shows how on some mornings a McDonald’s breakfast provides the essential start to the day.

The campaign, created by Leo Burnett London, comprises TV, OOH, digital display, radio, press and social. It is based on the idea that on some mornings when you need to shake off the night before, or gear up for the day ahead, not any old breakfast will do – it has to be a McDonald’s breakfast.

In the 30-second TV spot, we follow a hen party setting off early with a long drive ahead. As the party gathers, they all share one common need – the need for a McDonald’s breakfast to set them up for the day. The TV ad is supported through the line and runs for nine weeks with media through OMD.

Steve Howells, Head of Marketing at McDonald’s, said: “This new campaign is a real celebration of McDonald’s breakfast and the role it plays in our customers’ lives. We are proud that it is borne of a true customer insight and the creative output feels fresh, modern and relevant.”

Dan McCormack and Luke Boggins at Leo Burnett London added: “This campaign is a celebration of mornings – from the bog-standard to the mind-bogglingly good. It acknowledges the fact that sometimes a sub-standard breakfast will not suffice. Some mornings just call for McDonald’s.


CCO: Chaka Sobhani
Creative Directors: Dan McCormack and Luke Boggins
Creatives: Hayley Power and Cass Jamcotchian
Leo Burnett Account team: (BAD) Rosie Greaves, (AD) Steve Halliday, (SAM) Ailsa McQuaid, (AE) Kate Aspinall
Leo Burnett Planning team: (Planning Director) Max Keane, (Planner) Niall Moore,
McDonald’s client team: (VP of Marketing) Emily Somers, (Head of Marketing) Steve Howells, (Marketing Manager) Michelle Graham-Clare, (Senior Brand Manager) Tom O’Neill, (Marketing executive) Sophie Williams
Project Manager/Digital Producer: Emily Green and Sarah Ioannou
Agency Producer: Lou Pegg
Prod Co: Knucklehead
Director: Siri Bunford
Producer: Tim Katz
Editor: Adam Rudd at Final Cut
Sound Design: Mark Hellaby at 750 mph
DOP: Ben Smithard

Source: Leo Burnett London

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