Leo Burnett Unveils ‘My Burger’ Winners for McDonald’s UK

By Erik Oster 

Leo Burnett is unveiling McDonald’s “My Burger” campaign today, as the chain announces that five crowd-sourced burgers are being made available in the UK.

“My Burger” truly began back in May, with McDonald’s calling upon consumers to submit burger ideas through an online “burger builder” created by digital agency Razorfish. Entrants combined a beef patty with their choices from over 80 ingredients for toppings. The most popular burgers were then assessed by a panel including English rugby legend and Celebrity MasterChef winner Phil Vickery and McDonald’s Managing Director Mark Hawthorne, who chose the ultimate five winners. Leo Burnett’s documentary- style campaign introduces the winning burgers by way of some almost-winners who either went a step too far with their ingredients or, in one case, had the same ingredients as the winning burger but forgot to submit. The five winning burgers will each be featured on the menu for one week before the next winner is introduced. They include the “Big Uno,” “The Sweet Chili Fiesta,” “The Ultimate Supreme” “The McPizza Pepperoni Burger,” and “The Big Spicy Bacon.” The “Big Uno” launches today, and the promotion will end with “The Big Spicy Bacon Burger” from November 12-18.




Client: McDonald’s

Project: My Burger promotion

Creative Agency: Leo Burnett

Copywriter: Phil Deacon/Caroline Rawlings

Art Director: Phil Deacon/Caroline Rawlings

Creative Directors: Matt Lee and Pete Heyes

Executive Creative Director: Justin Tindall

Planner (creative agency): Caroline Baron

Media agency: OMD UK

Planner (media agency): Faye Gilman

Production Company: Biscuit (food – Park Village)

Director: Tony Barry / (food – Richard Jung)

Producer: Jess Ensor (food – Pete Ryan)

Editor: Sam Sneade @ Speade

Post-production: MPC

Audio post-production: 750mph

Exposure: National television


Copywriter: Phil Deacon/Caroline Rawlings

Art Director: Phil Deacon/Caroline Rawlings

Retouching/Designer: Allison Ball

Exposure: National press