McDonald’s has a new loyalty program – MyMcDonald’s Rewards – and a new UK campaign from Leo Burnett – “More Rewarding McDonald’s Moments” – to go along with it. Funny how these things tend to follow price increases (McD’s cheapest burger went from 99p to £1.19).
The landmark film, directed by Max Weiland, shows a truck driver on a long journey home collecting McDonald’s rewards for his partner at various locations. Surprised he can get out of the cab..
McDonald’s has generated more than its fair share of controversy over the years, but, in the UK at least, Leo Burnett’s genial and sweet campaigns have played a huge role in embedding the American burger chain into the national fabric. . Possibly the best long-standing client/agency relationship of all.
(I hope this won’t inflict a curse on them.)
MAA creative scale: 7.
Launches ‘More Rewarding McDonald’s Moments’ Campaign to Celebrate New Loyalty Program
August 1, 2022 – London, United Kingdom: Following the launch of MyMcDonald’s Rewards, one of the UK’s largest rewards programs, McDonald’s and its partner agencies have launched a multi-channel campaign, ‘More Rewarding McDonald’s Moments’.
The campaign celebrates the arrival of MyMcDonald’s Rewards, a loyalty program that earns you one point for every penny you spend at McDonald’s, making every McDonald’s moment more rewarding.
At the head of the campaign, a film, created by Leo Burnett, tells the moving story of a truck driver, on the road, eager to return home with his partner. He stops at various McDonald’s on his journey, accumulating points with each purchase. Finally, we see him back home, having collected enough points for a McChicken Sandwich, which he gives to his partner as they share a nice moment of reconnection. To give the film a unique cinematic look with richer colors and natural grain, it was printed on Kodak 35mm film.
Throughout the film, which you can watch on YouTube, our hero’s inner emotions and thoughts about the missing home are revealed to all as he sings the moving track “Coming Home” by Leon Bridges.
The commercial will air starting August 1, and the film will be supported by social, influencer, radio, and OOH content. Each will promote the arrival of MyMcDonald’s Rewards, with educational clips showing exactly how users can engage with the program while outlining the rewards up for grabs.
To bring “McDonald’s most rewarding moments” to life in a personalized way and encourage customers to sign up for the new loyalty program, McDonald’s implemented a CRM campaign, led by Armadillo. All communications were behavior-based and clearly explained the loyalty program, guiding customers on how to start earning rewards. Millions of customers have been contacted via email and push messages.
To support the “More Rewarding McDonald’s Moments” campaign through PR and social media, Ready10 and Oliver have helped McDonald’s team up with TV presenter Rylan to create and lead a “rewards team” featuring a cast of celebrities who embarked on a tour of the UK and brought a series of surprising moments to guests across the country.
The tour kicked off in Manchester with an exclusive concert by superstar grime artist Aitch and continued across the country with stars including Yung Filly, LadBaby and Vicky Pattison turning up in a McFlurry ice cream van to surprise audiences. people with frozen treats and handing out limited edition merch to thousands of people. Five million MyMcDonald’s Rewards points were also distributed throughout the tour, including two million for customers and crew and three million for McDonald’s charity partners.
To support the launch of MyMcDonald’s Rewards via paid media, OMD UK is deploying a series of renowned tactics to excite audiences and encourage app downloads. One of the highlights of the plan has been the development of a bespoke online roadblock, which has seen OMD UK partner with all major UK digital and social partners and is expected to reach 70% of UK users on the first day. The launch also marks the brand’s first paid campaign with TikTok, featuring exclusive content from our “Rewards Squad” talent.
‘More Rewarding McDonald’s Moments’ continues in-store with one of McDonald’s biggest merchandising kits, produced by Linney, ensuring customers are not only aware but also know how to use the app-based program with messaging tested and adapted to each touchpoint in the user journey.
Kat Howcroft, Head of Marketing, McDonald’s UK & Ireland, said: “We are delighted to bring MyMcDonald’s Rewards to the UK, giving the nation even more value and more of those rewarding moments that fans of the brand love so much. This campaign embodies the importance of these little elevators and I can’t wait to see what everyone thinks about it.
Watch the announcement here on YouTube.
For more details, contact:
McDonald’s Brand Team:
Marketing Director, Senior Vice President: Michelle Graham-Clare
Marketing Director: Steve Howells
Digital Director: Karl Boyce
Marketing Manager: Kat Howcroft
Marketing Manager: Emma Helden
Brand Manager: John McClure
Loyalty Brand Manager: Ciara Reddington
Campaign Assistant: Sam Hewitt
CRM Manager: Andrew Ellis
CRM Manager: Nasia Vassiliou
CAMPAIGN TITLE: More Rewarding Moments
CUSTOMER: McDonald’s UK
ADVERTISING AGENCY: Leo Burnett UK
CCO: Chaka Sobhani
EXECUTIVE CREATIVE DIRECTOR: Mark Elwood
CREATIVE DIRECTOR: James Millers and Andrew Long
CREATIVE: Joe Miller
PLANNING MANAGER: Tom Sussman
DIRECTOR OF STRATEGY: Hamish Cameron
PLANNER: Roxy Windisch
COMMERCIAL DIRECTOR: Gemma Troup and Sam Houlston
ACCOUNT MANAGER: Cairen Harry & Alex Gillespie
ACCOUNT MANAGER: Nicola Kuan, Carys Parry and Sian Davidson
ACCOUNT MANAGER: Hannah Sonde
DESIGNER: Rupert Knowlden
PROJECT MANAGER: Mick Bailey
PRODUCER: Anna Cartwright
DIRECTOR: Max Weiland
Production Company: Somesuch
DIRECTOR: Max Weiland
EXECUTIVE PRODUCER: Scott O’Donnell
PRODUCER: Tom Gardner
DOP: Stephane Fontaine
OFFLINE EDITOR: Thomas Grove Carter @ Trim
SOUND ENGINEER: Parv Thind @ Wave
COLORIST: George K.
POST-PRODUCTION: Black Kite
POST-PRODUCER: Amy Richardson
MUSIC: Sharpa Films
MEDIA AGENCY: WCO
PR AGENCY: Ready10
SOCIAL AGENCY: OLIVER
CRM AGENCY: Armadillo
MARKETING AGENCY: Linney
McDonald’s has been in business in the UK since 1974 and currently operates just over 1,300 restaurants across the UK. McDonald’s is one of the largest private sector employers in the UK, employing over 135,000 people. It is estimated to provide 70,000 jobs for young people aged 16-25, making it one of the biggest employers of young people in the UK.
About Leo Burnet
Leo Burnett London is a creative agency that specializes in bringing the power of populist creativity to its clients. The agency brings together people from advertising, digital, social media and brand activation backgrounds, united by a passion for solving problems and building brands people love. Clients include McDonald’s, Premier Inn, TUI, Kellogg’s and Vision Express. Leo Burnett is part of Publicis Groupe UK.
www.leoburnett.co.uk • Twitter @LeoBurnettUK • Instagram @LeoBurnettUK
Ready10 is an award-winning PR agency, creating insightful ideas that win hearts, minds and results. The agency celebrated its sixth successful year in 2022 and is the youngest agency in the top 50 of PR Week’s 150 consumer agencies at number 46, the agency’s highest ranking. Customers include McDonald’s, Paddy Power, MoneySuperMarket, Flora and Cameo.?
https://ready10.media | Twitter @ready10 | [email protected]
Linney is a world-class, multi-channel marketing services group established in 1851. With expertise across all communication platforms, we cover the entire marketing supply chain, from insight, creative and digital to printing, warehousing, e-commerce fulfillment, film and events. Customers include McDonald’s, TUI, L’Oreal, Heathrow, Asda George, Royal Mail, E.on, Cineworld and Macmillan.
www.linney.com Twitter @linney1851 Instagram linney1851
OMD UK is an integrated media and marketing company representing some of the world’s biggest brands including PepsiCo, Barclays, McDonald’s, Channel 4, Lidl, Storck, Daimler, Clarks and easyJet. OMD UK is part of a global OMD network, the world’s most award-winning media network with over 8,500 people in over 120 offices.
Armadillo is an independent CRM agency that combines data, insight and strategy with talent, personality and know-how to deliver fantastic work and unrivaled ROI for global brands such as McDonald’s, Carnival UK and Disney. Winner of five DMA Awards in 2021 – including Gold in the “Travel & Leisure” category and Silver for “Best Customer Journey” and “Best Use of Marketing Automation” – the agency consistently delivers a efficient work.
https://armadillocrm.com/ * Twitter @wearearmadillo * Instagram @wearearmadillo