It used to be the known as the most important meal of the day, but in recent times breakfast has become a forgotten meal that people view in terms of being necessary or unnecessary, not in terms of enjoyment. Through McDonald’s iconic menu, we want to help the nation remember how good it feels to start the day with a properly enjoyable breakfast.
‘McDonald’s gloriously praises breakfast’
Our launch film brought to life the feeling of pure enjoyment you get from a properly satisfying breakfast. We supported this with a series of mouth watering food films that each hero one of the iconic products on the McDonald’s breakfast menu, by tapping into insights and rituals that fans of the product will instantly relate to – like the guilty pleasure of eating cheese from the wrapper, or sandwiching a Hash Brown between a McMuffin.
We also revamped the photography across the entire breakfast range, for the first time focusing on more authentic shots that showcase all of the mouth watering imperfections of the food. These formed part of a striking OOH campaign that promoted each of the iconic products.
Radio spots dedicated to each product created a contrast between the delicious foodie world of the mouth watering breakfast products, and the down to earth way in which people get stuck into their favourites.