LONDON, UK — McDonald’s and Leo Burnett UK’s latest creative work, “A little more Mmm,” highlights improvements made to some of its most iconic menu items: the Big Mac, the Quarter Pounder with Cheese, and the Double Cheeseburger as the hero beef products in the range. It is the first time in McDonald’s history that changes have been made to its classic burgers.
“A little more Mmm” is the term used to encapsulate the output of a number of improvements that have been made to the core burgers. “Searing the 100% British and Irish beef patties so they’re juicier, adding onions on the grill for extra flavor to Big Mac and Double Cheeseburger, toastier buns, and serving hotter for even meltier cheese,” make the deliciously familiar taste, just better. The campaign plays on this insight, driven by the concept that it’s difficult to put your finger on what has changed. McDonald’s burgers are simply, “A little more Mmm.”
The multi-channel campaign, with media planned and brokered by OMD UK, spans TV, cinema, OOH, press social, radio, and digital, hitting every customer touchpoint to make “A little more Mmm” truly unmissable. As an extension of the original concept, the launch film follows three mates who are trying to articulate why McDonald’s burgers are suddenly that little bit more delicious. Ultimately, the only word they can find to describe it is “Mmmm,” at which point the protagonist breaks into an operatic tribute to the new taste experience.
Alongside the main social campaign, Leo Burnett also worked with Snapchat to create an engaging lens that brings the idea to life in a playful and shareable way. ‘The Mmm filter’ distorts social users’ faces into the same operatic joy reflected in the hero film.
The first campaign wave, including the film, will be followed by an additional TV ad, radio spot, and social posts that will reassure brand fans of the taste improvements. The creative includes a dramatization of the changes in more depth, showcasing the love and attention that goes into the preparation of the updated burgers and demonstrating that they make for the best version of these beloved classics ever.
To encourage further trial, McDonald’s will be rewarding their fans with double reward points on selected iconic beef products. Further activations, spanning AV, radio, print, and social will celebrate the double-points feeling.
“A little more Mmm” will run until May 26 across the UK and ROI. The campaign was a cross-agency collaboration – RED Consultancy, led on PR and the event, OMD UK handled all media planning and buying, CRM by Armadillo, and POP by Linney.
Andrew Long and James Millers, Executive Creative Directors at Leo Burnett UK, said: “The iconic Big Mac, Quarter Pounder and Cheeseburger are being updated for the first time in history and we’re celebrating the moment in true populist style. With work stretching across every single media channel, there really is only one word to describe this huge, integrated campaign… ‘Mmm’.”
Matt Reischauer, Marketing Director for UK&I McDonald’s, also noted: “With news this momentous we wanted to go big and bold with a launch campaign that celebrates the iconic taste and care that we put into our beloved classics. Uncovering the perfect insight, our campaign helps reassure the nation whilst also giving them a simple, sticky phrase to articulate just how good their favorites now are.”
