Leo Burnett Rolls Out First Crowd-sourced Burgers for McDonald's
McDonald’s announces that five crowd-sourced beef burgers, created by members of the public, will be available across its 1,200 UK restaurants for the first time from yesterday.
A TV and national press campaign, created by Leo Burnett, announces the winning burgers’ arrival on the McDonald’s menu. The campaign features a different burger each week for five weeks, created by the winners of the nationwide ‘My Burger’ competition, giving people the opportunity to have their dream beef burger feature on McDonald’s iconic menu – and marketing a restaurant first in the UK.
‘My Burger’ started back in May. From spicy burgers to cheesy burgers, the My Burger competition generated over 98,000 entries from the length and breadth of the UK. A crowd-sourcing campaign allowed members of the public to get creative, with an online ‘burger builder’ developed by Digital Agency, RazorFish. Customised burgers were created and then shared online to gain public votes.
Entrants were challenged to combine a 100% British and Irish beef patty with a choice of over 80 different quality ingredients – ranging from streaky bacon and cheddar cheese to guacamole, chorizo and pineapple.
The most popular burgers were assessed by an expert judging panel. This included England rugby legend and Celebrity MasterChef winner Phil Vickery and McDonald’s Managing Director, Mark Hawthorne, who had the tough job of choosing the five tastiest burgers to appear on the menu.
The documentary-style TV campaign interviews people that got close, but not close enough to being a ‘My Burger’ winner. With one couple having an identical flavour combination to the winner but forgetting to enter their burger, and another couple having an identical flavour combination, bar one or two ingredients. Each of the couples interviewed, one per week, feel robbed of not being one of the five ‘My Burger’ winners.
The TV is supported by a press launch which introduces the first of the ‘My Burger’ winners, with a visual reference that looks like a medal.
The nation’s five favourite burgers will be on sale for one week each between 15 October and 18 November. They are:
Creative Agency: Leo Burnett
Art Director: Phil Deacon/Caroline Rawlings
Copywriter: Phil Deacon/Caroline Rawlings
Creative Director: Matt Lee and Pete Heyes
Executive Creative Director: Justin Tindall
Planner: Caroline Baron
Media Agency: OMD UK
Planner: Faye Gilman
Music and Sound
Audio Post Production: 750mph
Edit Company: Speade
Editor: Sam Sneade
Post Production / VFX
Post Production House: MPC
Director: Tony Barry / (food - Richard Jung)
Producer: Jess Ensor (food – Pete Ryan)
Production Company: Biscuit (food - Park Village)
Category: Retail and restaurants , Retail stores