Simplicity, sometimes, is the most forceful message. The supermarket chain Tesco He has explored it during the last weeks by replacing the letters of his logo with food products. Has also done so Heinz Changing in his Claim “It has to be heinz” his name for those of those dishes in which his condiments fit. To them is added now McDonald’s United Kingdom To remind consumers their breakfast proposal.

The hamburger chain has let their breakfast talk alone in a new campaign of its “Breakfast, Done Properly” platform. From the hand of the agency Leo Burnett United Kingdom has launched a series of creativity that seek to show the iconicity of products of the brand, demonstrating that they do not need explanation to be recognizable and awaken the appetite of consumers.

To do this, the logo, visual identity and name of McDonald’s, as well as that of the products, of the communication assets, have been eliminated. The campaign is entitled “Iconic Needs No Explanation” (“The iconic does not need explanation”) and is based, as stated Little Black Bookin an investigation by the Savanta firm, which indicates that 90% of users correctly identify McDonald’s breakfast even without the branding elements.

The campaign consists of three digital pieces that play precisely with this insight. They show first planes of menu proposals, such as Sausage & Egg McMuffin, accompanied by suggestive music. “We do not need to tell you what this is. You already know. It is there, deep in your mind. You can remember your name without saying it”, Says the phrase. The only allusion to McDonald’s is the use of its emblematic phonotype

The 20 -second duration videos also promote Hash Browns and Breakfast Wrap, and establish a self -referential game that the communication pieces should refer to McDonald’s brand assets and describe the products in a suggestive way.

“McDonald’s breakfast is a morning classic. This campaign focuses on celebrating that innate love, letting the food speak on its own and remembering everyone why nothing is compared”; Matthew Reischauer, Marketing Director of McDonald’s United Kingdom and Ireland.

The campaign will have activations on television, social networks, press and the McDonald’s restaurants themselves. It will also be executed in outdoor advertising, with graphs that bet on a minimalist aesthetic that gives prominence to the products and reinforce their memorable character.

According to the aforementioned medium, it will also be executed in radio, With wedges that will invite listeners to imagine the products. “Think of a muffin with sausage and egg. That, just that,” will be some of the messages that can be heard. Creativities are confident that users mentally visualize the McDonald’s product.

“There is nothing like a McDonald’s breakfast. You can recognize an McMuffin kilometers away ”James Hodson and Jason Keet, creative directors of Leo Burnett United Kingdom have said. “Our work was simply not interfering. Without logo. No product names. No striking text. Only the forms and textures that we all know and love”