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.”
Credits
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
Take one [Edited under Mumbrella’s community guidelines]. Serve stale, insipid and cold.
ReplyLeo Burnett sure showed those naysayers who claim that advertising is dead with this brilliant piece of communication. This is truly what the consumers have been missing. (Since sarcasm doesn’t translate well on the internet, please read this with the voice of Billy Eichner in your head).
Reply…are so boiler plate. It’s like nobody is even bothering to pretend to try these days. The industry is doomed with this being a reflection of the level of rigour and energy applied to the work,
ReplyCongratulations! Welcome home.
ReplyIn any normally functioning agency, this would have been the brief of the year. Yet it has turned into a shockingly vivid demo of how to advertise that you have no idea what you’re doing.
Zero idea. Zero emotion. Zero like and share factor.
Im gonna guess this will move zero fries over and above the numbers they sell right now.
The [Edited under Mumbrella’s community guidelines] to vital roles seems to tick all the current social movement boxes, but a total washout from a business perspective. Who in their right mind would want to work for such a bunch of [Edited under Mumbrella’s community guidelines]?
ReplyI love this. Brilliant work.
ReplyThis should help with the HPB agenda.
ReplyWork with zero appetite appeal.
Live healthier with less junk food.
Becauuse I’ve locked the door to punish you for being so stupid.
‘Come home to the fries you love’ means stop cheating on us with other sub-par salty strips and return to the ones you really love and grew up on, MCD fries. How fries can ‘take centre stage’ in a meal is ridiculous, unless you have eaten beef fat-fried fries with fresh mayonnaise in Belgium.
How this team got from that to the kool-aid thought that fries are centre stage is down to lots of non-real world thinking. The press release tone and ‘sound-bite’ cliche count shows you what passion and enthusiasm gets you, no doubt from an internal team with a Whatsapp group name like ‘dream team’, absolute stale generic cardboard, that leaves you with a cold salty taste in your mouth.
ReplyHave your say