McDonald’s Asks the UK to Design a Burger
A fun campaign by Leo Burnett asks the UK public to create their own burgers for McDonald’s.
Five crowd-sourced beef burgers, created by members of the public, have made their way onto the menu at McDonald’s and are be available across its 1,200 UK restaurants from today.
The My Burger competition, a restaurant marketing first in the UK, started back in May. From spicy burgers to cheesy burgers, it generated more than 98,000 entries from around the country.
An online ‘burger builder’, developed by digital agency RazorFish, allowed competitors to design their burger before it was shared online for public votes. The most popular creations were then assessed by Celebrity MasterChef winner Phil Vickery and McDonald’s managing director Mark Hawthorne, who had the tough job of choosing the five tastiest burgers to appear on the menu.
A TV and national press campaign, created by Leo Burnett, announces the winning burgers’ arrival. The documentary-style TV spots add a pinch of comedy to the competition, as they feature people who claim they got close to winning but didn’t quite get there.
The nation’s five favourite burgers will be on sale for one week each until 18 November.
Connections
powered by
- Agency Leo Burnett London
- Digital Agency Razorfish
- Editing Company Speade
- Post Production MPC London
- Production Biscuit Filmworks UK
- Sound Design 750mph
- Art Director Phil Deacon
- Copywriter Phil Deacon
- Creative Director Pete Heyes
- Creative Director Matt Lee
- Director Tony Barry
- Editor Sam Sneade
- Executive Creative Director Justin Tindall
- Producer Jess Ensor
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