Leo Burnett London Shows Us Where the Beef Is in McDonald’s Campaign

By Patrick Coffee 

As McDonald’s rebranding efforts in the US focus on lovin’ over hatin’ and a sexy new Hamburglar, Leo Burnett London took a near-opposite approach with its latest campaign promoting the client.

“Cow,” a new minute-long spot that launched in the UK last week, focuses instead on the ingredients in an apparent attempt to reach consumers concerned about the purity of their food…or to clarify rumors that may or may not have been shared by the local hairdresser.

We certainly get what the client is trying to do here. Its like a less specific version of the “What are our fries made of?” campaign that launched in the US earlier this year with the help of Grant Imahara of Mythbusters fame.


That one got more than six million YouTube views, though it wasn’t quite as popular as 2014’s infamous “pink slime” instructional video.

Still, we can’t help but wonder whether consumers’ main concerns regarding the Golden Arches concern the quality of beef used in its products…and whether this clip will satiate their hunger for THE TRUTH.


TV Credits

Project name The Cow

Client Steve Hill, Head of Marketing, Brand and Experience, McDonald’s

Creative agency Leo Burnett
Executive Creative Director Justin Tindall
Creative Directors Richard Robinson and Graham Lakeland
Copywriter/Art Director Adam Tucker
Planner (creative agency) Sarah Sandford, Josh Bullmore

Media agency OMD

Planner (media agency) Kat Howcroft
Production Company Sonny London
Director Guy Manwaring
Editor  Mark Edinoff  Work editorial

Post-production company      MPC

Audio post-production company     Sam Robson at 750MPH
Exposure National television; VOD