McDonald's has launched a new creative brand platform celebrating its iconic breakfast menu, focusing on the love and familiarity consumers have for the brand’s morning offerings. The campaign, titled Breakfast Done Properly, stands out by removing all logos from the advertisements, putting the spotlight directly on the products themselves.
Research conducted by Savanta’s McVue tool revealed that up to 90% of people could easily identify McDonald’s breakfast items without the need for any branding. This insight has driven the company’s decision to let the food speak for itself in the latest campaign.
Matthew Reischauer, marketing director for McDonald's UK and Ireland, commented, "McDonald's Breakfast is a morning staple. This campaign is all about celebrating that built-in love, letting the food speak for itself, and reminding everyone why nothing else comes close."
The campaign, created by Leo Burnett, includes a series of 30 and 10-second cinematic films. These feature close-up shots of popular breakfast items, such as the sausage and egg McMuffin, hash browns, egg and cheese McMuffin, and breakfast wrap. A voiceover emphasizes that the range needs "no explanation."
In addition to the video ads, radio spots feature playful lines like: "Think of a breakfast muffin with sausage and egg. Yep, that’s the one. Picture it now. Doesn’t it look delicious?"
The Breakfast Done Properly campaign will run across TV, out-of-home media, radio, paid social, press, and in-store activations, including screens and Drive-Thru kiosks, starting from March 24.
James Hodson and Jason Keet, creative directors at Leo Burnett UK, shared their approach: “We thought our job was to just get out of the way. No logo. No product names. No catchy copy. Just the shapes and textures that we all know and love.”
Media buying and planning were handled by OMD UK, while POP communications were supported by Linney and TMW took care of CRM support.
