McDonald's promotes locally-sourced food

McDonald's is rolling out activity to reassure parents about the quality of its food in its latest "that's what makes McDonald's" campaign.

Leo Burnett has created the 50-second TV ad that highlights how McDonald’s food is sourced from local British and Irish farmers.

The ad launched on Friday (9 August) and introduces viewers to the "farmers of tomorrow". It depicts children playing with their farmyards of toys from sheep and tractors, to hippos and Pterodactyls.

As the voiceover talks about the different meats McDonald’s sources from local farmers, clips of children playing with the relevant toys are shown. The ad ends with the line, "Come on all you budding farmers, your nation needs you".

There will also be full-page print ads in woman’s weekly magazines to support the campaign with portraits of children playing with farmyard toys.

The creative team was formed of Leo Burnett’s Graham Lakeland as the copywriter and Richard Robinson as the art director. Sarah Dunlop directed the ad though Rattling Stick.

OMD UK was in charge of media planning and buying.