Leo Burnett Singapore creates fry-centric campaign for McDonald’s 40th anniversary

Leo Burnett has created ‘Come home to the fries you love’, a campaign for McDonald’s 40th anniversary in Singapore.

The stated aim of the campaign is to move the fries from a side dish to one that takes centre stage. The integrated campaign will play out on social media, via outdoor, in-store and in-film advertising.  The campaign is slated to run till January 23.

Speaking about the campaign Leo Burnett Singapore’s managing director Serene Koh said: “We couldn’t have asked for a better way to start 2019 on a high.

“We are thrilled to have found passionate and ambitious partners in McDonald’s to work on this iconic campaign that deeply resonates with every Singaporean and bring this collaborative effort to life.

“Together with our creative leadership, I look forward to furthering our partnership with McDonald’s and becoming integral to their growth stories.”

McDonald’s senior director of marketing and digital innovation Agatha Yap added:As one of the three global creative agencies for brand McDonald’s, Leo Burnett has demonstrated a high level of passion and enthusiasm for our business which has been truly infectious.

“Their understanding of local insights and strategic approach in addressing the kick-off campaign for 2019 are spot-on — which is all about making a leadership statement of our iconic fries by evoking people’s fond memories and heartfelt sentiments, as we celebrate our 40th year in Singapore.

“We look forward to seeing Leo Burnett’s creative contributions in our next phase of continued growth in Singapore.”


Client team: Agatha Yap, Danny Fu, Mabelline Toh

Account management: Serene Koh, Evonne Loke, Tan Wan Shin, Cider Lin

Strategy: Maninder Bali

Creative team: Adrian Yeap, Syahid Nordin, Yizhen Huang, Gabriella Kow

Producers: Shirlyn Lam, K Cheng, Joanna Lee

Photography: John Heng, Fanny Seah

Film production: Moviola

Media agency: OMD


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