McDonald’s gets not just nostalgic but downright poetic in a new campaign marking its 35 years in the United Kingdom. Beginning Oct. 10, the advertising uses the tagline “There’s a McDonald’s for everyone” in tandem with the global “I’m lovin’ it” logo.
Dubbed the “Favourites” campaign, work from Leo Burnett/London emphasizes core menu items the chain has offered since its 1974 arrival (Big Mac, Quarter Pounder, Chicken Nuggets, fries, shakes). A 60-second TV commercial features diners of all ages dropping in at McDonald’s throughout the day. A voiceover recites what may be the sweetest paean to a fast-food restaurant ever penned. Copy, in part, is:
Now the laborers
and cablers and
were just passing by
Those on their own
whilst on the phone
dunking McNuggets and
just having a mome’
were just passing by…
Deal with it, John Keats. Credit goes to copywriters Tony Malcolm and Guy Moore. Actor David Morrissey reads their words. A 60-second and a 40-second version of the advert will air. The campaign includes outdoor boards (shown) and print executions highlighting people’s relationship with their favorite McDonald’s foods. Digital agency Razorfish (which, like Burnett, is owned by Publicis Groupe) will extend the campaign to McDonald’s Web site and through social-media channels. The campaign runs until November 18.
“The campaign hones in on the different types of McDonald’s customers, explores their experiences and will carry the the message that there continues to be a McDonald’s experience for everyone,” according to Jill McDonald’s, the chain’s chief marketing officer for the UK and Northern Europe.
While it celebrates its iconic menu items, McD’s can’t resist rolling out a few new ones, too, of course. The latest addition to its line of Little Tasters mini burgers is the Little Tex Mex. It’s topped with sour-cream-and-chive sauce and salsa, and is served on a sesame-chive bun (Are chives Tex-Mex?).
A new garlic-herb version of its Chicken Snack Wraps also has been cycled onto the menu.