Leo Burnett ad attempts to change McDonald's image

LONDON - McDonald's will tomorrow launch the first commercial in a new campaign trying to overturn perceptions about the quality of its ingredients.

The 60-second ad was created by Leo Burnett. It shows families working together in a field, planting flowers that grow into images of a cow, a chicken and a sack of potatoes.

The ad says that the fast-food chain only uses whole cuts of British and Irish beef, top quality potatoes and farm-assured white chicken.

Paul Lawson, the group managing director of Leo Burnett, said: "We've stood shoulder to shoulder with McDonald's over the years and with the experience and understanding we've gleaned of the McDonald's brand, we continue to create work which builds on the positive changes McDonald's has made to date."

The TV work includes 60-, 40- and 20-second advertisements, and will run for an initial six weeks during the summer.

Media investment in the campaign in 2008 will be close to £5 million.


Client Jo Webster, senior marketing manager, McDonald's Restaurants
Creative agency Leo Burnett
Creative directors Jonathan Burley, Jim Bolton
Copywriters Chris Birch, Daniel Fisher
Art directors Caroline Rawlings, Richard Brim
Planner Richard Cordiner
Media agency OMD
Media planner Ian Cairns
Production company Academy Films
Director Tony Barry
Editor Sam Gunn, The White House
Post-production The Moving Picture Company
Audio post-production Grand Central
Exposure National television