Make the January cost a little less expensive or continue opening gifts throughout the year and not just on Three Kings Day. These are some of the wishes of consumers that McDonald’s It claims to satisfy in its new campaign, which highlights both the price of its products and the comfort, ease and flexibility of its services.

“We put it on a plate for you,” designed by the creative agency TBWA, reflects the burger chain’s purpose of improving people’s daily lives with an accessible and convenient offering and promoting moments of enjoyment. With this campaign, the company starts 2025 by underlining its commitment to satisfying user needs.

Among other issues, McDonald’s communication highlights table service to eliminate waiting, or the options McDelivery or McAutofor access and collection of products and delivery at home. It also highlights its application MyMcDonald’s, that provides exclusive discounts and promotions.

However, the campaign also puts the focus on the product. The chain ensures that its menu is prepared with quality ingredients and 70% of national origin and conveys that its options are full of flavor and fit any budget and taste. “The combination of menu variety and services designed to simplify the experience make it an ally in the daily lives of millions of people.“, they point out from McDonald’s in a statement.

In addition, the campaign also positions McDonald’s and its restaurants as a meeting point for all types of audiences and a plan suitable for any time. Beyond tactical issues, the brand also transmits in this way strategic attributes and values focused on the consumer and their experience.

“We put it on a plate for you” has activations on digital platforms and social networks, as well as outdoor advertising executions based on a media strategy designed by OMD. The campaign has True as a PR agency.

Technical sheet

• Campaign: In Tray
• Advertiser: McDonald’s
  • Client Contact: Álvaro Miguel, María Ibáñez, María Fernández
• Agency: TBWA Spain
  • Chief Creative Officer: Paulo Areas
  • Executive Creative Director: Héctor Alfonso
  • Creative Director: Javier Martínez
  • Art Director: Mikel Berasaluce
  • Copywriter: Fon Buendía
  • Strategy team: Ana Villarino, Violeta Rubio
  • Director of Client Services: Ana Belén Fernández
  • Account team: Eduardo Gómez-Escolar, Manuel Galiano, Rafael Barrera
  • Social Media Team: Guillermo Gamboa, Luis Sánchez, Laura Lorenzo, Valentina Silva, Silvia García, Cristina Asencio
  • Head of TV: Mariluz Chamizo
• Producer: Smile
  • Executive Production: Cristina Español
  • Producer: Eva Aparicio
  • Director: Calorro
  • DOP: Mariano Monti
  • Editor and Mix Media: Jorge No
  • Post-production: Serena
• Photographer: Assiah Alcázar
• Music: Apollo 440 – Stop the Rock