Campaign Launch
McDonald's UK has rolled out its latest campaign, "A Little More Mmm", developed by Leo Burnett. This new initiative features significant improvements to their staple burgers, including the Big Mac, Quarter Pounder with Cheese, and Double Cheeseburger.
Enhanced Burger Features
For the first time, McDonald's is updating their core beef burgers by searing the patties for juiciness, grilling onions for added flavour, using toastier buns, and serving the burgers hot for meltier cheese. These changes aim to enrich the taste of these popular menu items.
The Operatic Ad
The campaign's advertisement begins with three friends at a McDonald's, discussing the noticeable improvement in the burgers' flavour. This leads to a dramatic moment where one friend's satisfied "mmm" evolves into an opera performance, inspired by the aria "O mio babbino caro" by Giacomo Puccini, captivating everyone around.
Media Coverage and Promotions
Set to launch across multiple platforms on May 26, 2024, including TV, cinema, and digital channels, the campaign also features in the UK's Metro newspaper with a front-page feature on April 19, 2024. The coverage praises the revamped burgers and includes interactive elements like a Snapchat filter and promotional offers such as double rewards points on select beef products.
In addition to the UK campaign, McDonald's Netherlands has utilized a unique marketing strategy with billboards that emit the scent of McDonald's French Fries, enticing passersby within proximity to visit nearby restaurants.
