Mcdon­ald’s awards Leo Bur­nett Mcde­liv­ery ad task

Campaign UK - - FRONT PAGE - By Omar Oakes

Mcdon­ald’s has handed its $100m (£77m) global ad­ver­tis­ing ac­count for the new Mcde­liv­ery home-or­der­ing ser­vice to Leo Bur­nett Lon­don after a pitch in­volv­ing ros­ter agen­cies.

Mcde­liv­ery has now be­gun test­ing in the UK, fol­low­ing a deal struck with the Ubereats app ear­lier this year. The ser­vice was rolled out across 3,500 Mcdon­ald’s restau­rants in the US via the app last week.

Leo Bur­nett beat We Are Un­lim­ited, the ded­i­cated Om­ni­com agency for Mcdon­ald’s in the US, and DDB Syd­ney to the brief. A global mar­ket­ing push will start on 26 July and run across TV, out-of-home, di­rect mail, dig­i­tal, so­cial me­dia and press.

Leo Bur­nett’s brief is to bring to life the func­tional and emo­tional ben­e­fit of Mcde­liv­ery with cre­ative that will run across in­ter­na­tional mar­kets.

One hun­dred and sixty UK restau­rants, in­clud­ing most Lon­don out­lets, are likely to of­fer Mcde­liv­ery by the time the cam­paign launches, ris­ing to ap­prox­i­mately 350 by Septem­ber.

Mcdon­ald’s plans to roll out the ser­vice across 12 more coun­tries.

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