McDonald’s Shows What Matters in UK Brand Revamp

For years, McDonald’s lovers have been humming the brand’s catchy ‘I’m lovin’ it’ jingle. But now, a new long term integrated campaign has launched in the UK which takes a different approach.

Focussing on the reassuring, sometimes surprising, stories about the positive impact the brand has, the campaign states McDonald's is driven by what really matters to people – be they customers, employees or the communities the restaurants serve.

A 60 second TV ad launched today (Friday 25 July) highlighting McDonald's’ support of Ronald McDonald House Charities, the independent charity which builds and runs houses near children’s hospitals throughout the country enabling parents to stay close to their sick children. Developed by Leo Burnett, the film highlights how it is often the little things that really matter, like a sick child being able to hear the reassuring sound of their dad's voice when in hospital.

The campaign also comprises of print, digital, PR and social media which will deliver a variety of messages across coming weeks, bringing to life McDonald’s community work ranging from supporting football initiatives to ensuring responsible food sourcing.

Sitting proudly in place of the ‘I’m lovin’ it’ words in each part of the campaign is the brand’s new tagline ‘Here’s to what matters’.

Alistair Macrow, senior vice president and chief marketing officer of McDonald’s UK, says: “Here’s to What Matters marks a significant change – not in what we do, but in how we talk about what we do.  Our customers don’t always think about why we do things like giving out children’s books in Happy Meals or sourcing our ingredients from British and Irish farmers. So we’re going to bring together all these individual actions into a joined-up campaign to help people understand the bigger picture; what McDonald’s is all about and show the difference that we make to people’s lives. 

“By sharing our stories through multiple channels and with fresh and exciting creative and a purposeful and unifying theme, we hope to surprise and reassure the people who matter most to us, from our customers and employees, to the farmers who supply quality ingredients for our menu.”