McDonald’s Celebrates Farmers Who Care in New TVC

The second commercial in McDonald’s UK’s new integrated campaign to drive trust in the fast food chain launched this week. The campaign aims to demonstrate that McDonald’s is driven by what really matters to people.

Developed by Leo Burnett London, the second TVC in the Here’s To What Matters campaign highlights the importance to McDonald’s of working with British & Irish farmers who care about the welfare of their livestock and about the quality of their produce.

The spot uses the example of a tree, showing that trees are often ignored, blending into the background of everyday life but, to the farmers that supply McDonald’s with their free range eggs, trees are really important as they supply cover and a comfortable environment for hens that lay eggs.

The campaign also comprises of print, digital, PR and social media which bring to life McDonald’s’ understanding of ‘what matters to people’, from giving away children’s books in Happy Meals to supporting Ronald McDonald House Charities.

Alistair Macrow, senior vice president and chief marketing officer of McDonald’s UK, says: “Here’s to What Matters marks a significant step 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 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.”

The first ad in the Here’s to What Matters campaign launched in July 2014 and highlighted McDonald’s support of Ronald McDonald House charities.