A Pepinillos Transfer or how McDonald’s highlights consumers’ rituals with their products

Jane Anderson
Jane Anderson
A Pepinillos Transfer or how McDonald's highlights consumers' rituals with their products

A hungry and clueless look that deviates to the fried potatoes that a friend eats. A lap turned into a table into a train journey. Or a usual transfer of that ingredient that does not like. They are situations that McDonald’s United Kingdom He says that they only give in relation to their products and that it has collected in a new communication platform.

“Only at McDonald’s”, Designed by the Creative Agency Leo Burnet United Kingdomcelebrates the rituals and peculiar habits of consumers, the differential form in which users enjoy the brand. The campaign, consisting of three different ads, identifies Universal truths of consumers’ relationship with McDonald’s.
Betting a simple style, creativity exalts both the product and the behavior of users around it.

With “Fried Eyes”McDonald’s reflects how easy it is to be distracted by the fried potatoes of a friend and how they are able to awaken the appetite.

In “The Makeshift Table” The hamburger chain portrays how it accompanies many users in the hustle and bustle of their day to day and how their products can be eaten anywhere.

Finally, “The Gherkin Transfer” It shows the recognizable exchange of pipinillos, an ingredient that everyone does not like, among a couple.

What makes McDonald’s food from McDonald’s be truly iconic are all the small rituals that accompany it, whether to eat melted cheese directly from the envelope or transfer pickles to a friend”, Says Andrew Long and James Millers, Creative Executive Directors of Leo Burnett United Kingdom, according to Creative Salon. “This last campaign highlights those small moments of magic that only occur in McDonald’s, in a way that everyone can identify with them

‘Only at McDonald’s’ highlights the special and unique relationship we have with our fans and the many ways in which they enjoy our food“says Matthew Reischauer, Marketing Director at McDonald’s in the United Kingdom and Ireland.”All throughout the country should feel included and be able to see a part of themselves in this campaign, in our celebration of those little everyday moments that make McDonald’s a special part of people’s lives

The campaign also includes activations of outdoor advertising that, also betting on Un minimalist style, They show the products of McDonald’s and evoke some of the generalized behaviors of consumers, such as wetting fried potatoes in ice cream or flocking some melted cheese of the hamburger wrapping.

Following media planning developed by OMD United Kingdom, The campaign will also have radio activations, digital media and social networks. On Radio Las Cañas they play with the search for specific terms for some of the rituals highlighted in the campaign, while in networks the brand invites users to share their personal rituals related to McDonald’s products.