McDonald’s has a brand new loyalty programme – MyMcDonald’s Rewards -and a brand new UK marketing campaign from Leo Burnett – ‘Extra Rewarding McDonald’s Moments’ – to go along with it. Humorous how this stuff are likely to comply with value will increase (McD’s least expensive burger has gone from 99p to £1.19p.)

The headline movie, directed by Max Weiland, exhibits a trucker on an extended journey residence accumulating McDonald’s Rewards for his accomplice at varied venues. Shocked he may get out of the cab..

McDonald’s has incurred greater than its share of controversy over time however, within the UK at the least, Leo Burnett’s genial and mild campaigns have performed an enormous half in making the US burger chain part of the nationwide cloth. Perhaps the most effective long-running shopper/company relationship of all of them.

(Hope this doesn’t place a curse on them.)

MAA inventive scale: 7.

launch ‘Extra Rewarding McDonald’s Moments’ marketing campaign to rejoice new loyalty programme

1st August 2022 – London, UK: Following the launch of MyMcDonald’s Rewards, one of many UK’s largest rewards programmes, McDonald’s and its company companions have launched a multi-channel marketing campaign, ‘Extra Rewarding McDonald’s Moments’.

The marketing campaign celebrates the arrival of the MyMcDonald’s Rewards, a loyalty programme that earns you one level for each penny you spend at McDonald’s, making each single McDonald’s second extra rewarding.

Main the marketing campaign is a movie, created by Leo Burnett, that tells the emotive story of a trucker, out on the highway desirous to be again residence along with his accomplice. He stops off at varied McDonald’s on his journey, accumulating factors with every buy. Lastly, we see him again at residence, having collected sufficient factors for a McChicken Sandwich, which he offers to his accomplice as they share a pleasant second of reconnection. To present the movie a novel, cinematic look with richer colors and a pure grain, it was printed on to 35mm Kodak movie.

All through the movie, which you’ll watch on YouTube, our hero character’s interior feelings and ideas of lacking residence are performed out for all to see as he sings the soulful observe “Coming Residence’ by Leon Bridges.

The advert will run from 1st August and the movie will likely be supported by social, influencer, radio and OOH content material. Every will promote the arrival of MyMcDonald’s Rewards, with academic snippets displaying precisely how customers are capable of interact with the programme whereas outlining rewards up for grabs.

To carry ‘Extra Rewarding McDonald’s Moments’ to life in a personalised manner and encourage clients to enroll to the brand new loyalty scheme, McDonald’s carried out a CRM marketing campaign, led by Armadillo. All communications had been behaviour-based and defined the loyalty scheme clearly, guiding clients on how one can begin incomes rewards. Tens of millions of shoppers had been reached over e-mail and push messages.

To help the ‘Extra Rewarding McDonald’s Moments’ marketing campaign by means of PR and social, Ready10 and Oliver helped McDonald’s group up with TV presenter Rylan to create and lead a ‘Rewards Squad’ that includes a star-studded forged of celebrities who launched into a tour of the UK and introduced a sequence of peculiar moments to clients throughout the nation.

The tour kicked off in Manchester with an unique gig by celebrity grime artist Aitch and continued throughout the nation with stars together with Yung Filly, LadBaby and Vicky Pattison turning up in a McFlurry ice cream van to shock individuals with frozen treats and hand out limited-edition merch to 1000’s of individuals. 5 million MyMcDonald’s Rewards factors had been additionally given away all through the tour, together with two million for patrons and crew and three million to McDonald’s charity companions.

To help the launch of MyMcDonald’s Rewards by means of paid media, OMD UK is deploying a sequence of fame-driving techniques to excite audiences and encourage app downloads. A spotlight of the plan has been the event of a bespoke on-line roadblock, which has seen OMD UK accomplice with all main UK Digital and Social companions and is predicted to succeed in a whopping 70% of UK customers on day one. The launch additionally marks the model’s first paid marketing campaign with TikTok, that includes unique content material from our ‘Rewards Squad’ expertise.

‘Extra Rewarding McDonald’s Moments’ continues in-store with one among McDonald’s largest ever merchandising kits, produced by Linney, guaranteeing that clients are usually not solely conscious but additionally know how one can use the app-based scheme with perception examined messaging tailor-made to every touchpoint within the consumer journey.

Kat Howcroft, Head of Advertising and marketing at McDonald’s UK and Eire stated: “We’re delighted to be bringing MyMcDonald’s Rewards to the UK, giving the nation even better worth and extra of these rewarding moments that followers of the model love a lot. This marketing campaign epitomises the significance of these little lifts and I can’t wait to see what everybody thinks of it.”

ENDS

Watch the advert right here on YouTube.

For additional particulars, contact:
Abi Lofthouse
Communications Supervisor
[email protected]

Creds

McDonald’s Model Staff:
Chief Advertising and marketing Officer, S.V.P: Michelle Graham-Clare
Director of Advertising and marketing: Steve Howells
Director of Digital: Karl Boyce
Head of Advertising and marketing: Kat Howcroft
Advertising and marketing Supervisor: Emma Helden
Model Supervisor: John McClure
Loyalty Model Supervisor: Ciara Reddington
Marketing campaign Assistant: Sam Hewitt
CRM Lead: Andrew Ellis
CRM Supervisor: Nasia Vassiliou

CAMPAIGN TITLE: Extra Rewarding Moments
CLIENT: McDonald’s UK
ADVERTISING AGENCY: Leo Burnett UK
CCO: Chaka Sobhani
EXECUTIVE CREATIVE DIRECTOR: Mark Elwood
CREATIVE DIRECTOR: James Millers & Andrew Lengthy
CREATIVES: Joe Miller
HEAD OF PLANNING: Tom Sussman
STRATEGY DIRECTOR: Hamish Cameron
PLANNER: Roxy Windisch
BUISNESS DIRECTOR: Gemma Troup & Sam Houlston
ACCOUNT DIRECTOR: Cairen Harry & Alex Gillespie
ACCOUNT MANAGER: Nicola Kuan, Carys Parry & Sian Davidson
ACCOUNT EXECUTIVE: Hannah Sonde
DESIGNER: Rupert Knowlden
PROJECT MANAGER: Mick Bailey
PRODUCER: Anna Cartwright

DIRECTOR: Max Weiland
Manufacturing Firm: Somesuch
DIRECTOR: Max Weiland
EXEC PRODUCER: Scott O’Donnell
PRODUCER: Tom Gardner
DOP: Stephane Fontaine
OFFLINE EDITOR: Thomas Grove Carter @ Trim
SOUND ENGINEER: Parv Thind @ Wave
COLOURIST: George Ok
POST PRODUCTION: Black Kite
POST PRODUCER: Amy Richardson
MUSIC: Sharpa Movies

MEDIA AGENCY: OMD
PR AGENCY: Ready10
SOCIAL AGENCY: OLIVER
CRM AGENCY: Armadillo
MARKETING AGENCY: Linney

About McDonald’s
McDonald’s has run its enterprise within the UK since 1974 and presently operates simply over 1,300 eating places throughout the UK. McDonald’s is likely one of the UK’s largest personal sector employers, using over 135,000 individuals. It’s estimated to supply 70,000 jobs to younger individuals aged 16-25, making it one of many largest employers of younger individuals within the UK.

About Leo Burnett
Leo Burnett London is a inventive company that specialises in bringing the ability of populist creativity to its purchasers. The company brings individuals collectively from promoting, digital, social and model activation backgrounds, united by a ardour for downside fixing and constructing manufacturers that individuals love. Purchasers embody McDonald’s, Premier Inn, TUI, Kellogg’s and Imaginative and prescient Categorical. Leo Burnett is a part of Publicis Groupe UK.
www.leoburnett.co.uk • Twitter @LeoBurnettUK • Instagram @LeoBurnettUK

About Ready10
Ready10 is an award-winning shopper PR company, creating relatable concepts that win hearts, minds and backside traces. The company celebrated its sixth profitable 12 months in 2022 and is the youngest company within the high 50 of the PR Week 150 Client companies at quantity 46, the company’s highest ever rating. Purchasers embody McDonald’s, Paddy Energy, MoneySuperMarket, Flora and Cameo.?

https://ready10.media | Twitter @ready10 | Instagram @ready10agency

About Linney
Linney is a world-class, multichannel advertising and marketing companies group established in 1851. With experience throughout all communications platforms, we cowl your complete advertising and marketing provide chain, from perception, inventive and digital, to print, warehousing, ecommerce fulfilment, movie and occasions. Purchasers embody McDonald’s, TUI, L’Oréal, Heathrow, Asda George, Royal Mail, E.on, Cineworld and Macmillan.
www.linney.com Twitter @linney1851 Instagram linney1851

About OMD
OMD UK is an built-in media and advertising and marketing firm that represents among the world’s greatest manufacturers, together with PepsiCo, Barclays, McDonald’s, Channel 4, Lidl, Storck, Daimler, Clarks and easyJet. OMD UK is a part of a worldwide OMD community, essentially the most awarded media community globally with greater than 8,500 individuals in over 120 places of work.
About Armadillo
Armadillo is an unbiased CRM company that mixes knowledge, perception, and technique with expertise, character, and craft to ship unbelievable work and unrivalled ROI for world manufacturers resembling McDonald’s, Carnival UK and Disney. Winners of 5 DMA Awards in 2021 – together with Gold within the ‘Journey & Leisure’ class, and Silver for ‘Greatest Buyer Journey’ and ‘Greatest use of Advertising and marketing Automation’ – the company persistently delivers work that performs.
https://armadillocrm.com/ * Twitter @wearearmadillo * Instagram @wearearmadillo