The TV ad by Leo Burnett broke on 16 August. It uses a tree as its centrepiece, to symbolise something that is often ignored and blends into the background – but for those farmers who supply McDonald’s with free-range eggs is a real object that provides cover and a better environment for their hens.
The TV commercial will be supported by print, digital, PR and social media activity.
The ad is the second in the fast-food giant’s 'Here’s to What Matters' integrated marketing campaign. The first phase kicked off in July with a TV ad highlighting the chain's Ronald McDonald House Charities.
McDonald’s claims the campaign focuses on ethical and quality issues that "really matter" to its customers.
Alistair Macrow, McDonald’s UK’s senior vice-president, chief marketing officer, said: "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; like giving out children’s books in Happy Meals or sourcing our ingredients from British and Irish farmers.
"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."