Welcome back – McDonald’s celebrates ‘return of the mac’


McDonald’s after the closure of the majority of its restaurants during the coronavirus lockdown is launching a major marketing campaign celebrating its return to the high street.

McDonald’s shows in their ‘welcome back’ created by Leo Burnett London, people happily eating McDonald’s for the first time after reopening. The ad shows a range of people eating their McDonald’s whether received through the drive-thru, takeaway, or delivery to the sound of the song Return of the Mack by Mark Morrison. The opening of the ad is with a little girl anxiously pressed up against a window watching for her McDelivery to arrive. The ad ends with a woman who tucks into a Big Mac by declaring “I’m so happy”.

The campaign will run across TV, social media, out-of-home, and radio for six weeks. The campaign was launched on July 17th. Michelle Graham Clare vice president of food and marketing McDonald’s the UK and Ireland said; they never thought of stopping marketing, despite beginning the UK’s biggest restaurant company and we could never have imagined needing to close all our restaurants, thinking back to the start of the year

In the last four months, the customer was told that they are missing McDonald’s, the return to national advertising celebrates those moments and rituals. McDonald’s is fantastic to return by knowing the nods to the little ways customers enjoy their food in different ways.

In march McDonalds due to coronavirus pandemic shut all its restaurants, as lockdown restrictions ease in the UK they are slowing reopening.  In mid-May, the company restarted its drive-thru and delivery, then opened up for the takeaway last month.  They are running in reduced durations and menus but seen long queues as it struggles to keep up with high demand.

The restaurant teams and franchisees have worked tirelessly to return to the communities in which they operate says, Graham Clare.  In this campaign, Graham is delighted to capture the joy of those much-missed Mcdonald’s moments.

A new global CMO was appointed last month, McDonald’s CEO Chris Kempczinski says about the importance of marketing as brands are reopening their stores and as we emerge from global pandemic the trust of consumers in their brand and compelling marketing programs in every country will be critical to restoring the strong business momentum we enjoyed driving into this pandemic.  


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