McDonald’s Explores the Emotions of Customers Using its Delivery Service

The campaign promotes delivery orders through the McDonald's, Just Eat and Uber Eats apps

McDonald's aims to promote its delivery services in latest campaign.Leo Burnett London

The cravings people feel and the rituals they go through when ordering a McDonald’s delivery are the focus of two spots as part of a campaign being released to promote the McDelivery service.

The TV ads from Leo Burnett London will be released on the evening of June 6, forming the “There’s Nothing Quite Like a McDelivery” campaign. The first, called “Hungry Eyes” focuses on the facial expressions of those waiting for their delivery to arrive, with emotions of excitement, pleasure and jealousy accompanied by the Eric Carmen track “Hungry Eyes.”

The second, “My House My Rules” focuses on the different rituals people have when eating various menu items such as Big Macs or Chicken McNuggets. Another 80’s track plays over, this time Tiffany’s “I Think We’re Alone Now’.

The creative will remind viewers that deliveries will be made through the McDonald’s, Uber Eats and Just Eat apps.

Steve Howells, director of marketing and media for McDonald’s, said in a statement: “We know that a McDelivery isn’t just about answering the urge for your iconic McDonald’s favorite. It’s also about the rituals and routine every household has when the McDelivery arrives. Our new campaign celebrates this unique relationship our customers have with us—there really is nothing quite like a McDelivery!”

Media planning and buying has been handled by OMD and will alongside TV include two strands of social and radio. One strand will focus on the brand’s food photographed in McDelivery moments, the second will feature the rituals that have surfaced from McDonald’s fans and customers.  

A month-long partnership with the Sidemen, a British YouTube group with over 118 million subscribers, will see them share their McDelivery rituals and menu items for a month.

Credits:

Campaign Title: ‘There’s nothing quite like a McDelivery.’

Client: McDonald’s (Kat Howcroft, Senior Media, Channels and Performance Manager; Marco Ruggeri, Marketing Manager; Molly Deaville, Brand Manager; Joe Light, Marketing Executive; Samuel Hewitt, Campaign Assistant)

Advertising Agency: Leo Burnett

CCO: Chaka Sobhani

Executive Creative Director: Mark Elwood

Creative Director: James Millers and Andrew Long

Copywriter/Art Director: Joe Miller

Planner: Hamish Cameron, Planning Director; Thomas Schofield, Planner

Business Lead: Gemma Troup (Business Director)

Account Team: Steph Bates, Account Director; Laura Taylor, Senior Account Manager; Alice Pavey, Account Manager; Elspeth Allen, Account Executive 

Agency Producer: Jennifer Fewster (TV Producer) Siobhan Mulcahy (Project Director)

Media Buying Agency: OMD

Media Planners: Laurence Ruthven (Business Director), Alex D’Albertanson (AV Director), Barry Walsh (Business Director), Eleonora Sceusi (Account Manager)

Production Company: Outsider

Director: Chris Balmond

Editor: Suzy Davis

Producer: Paul McPadden

Post-Production Company: MPC

Audio Post-Production Company: No. 8 London

Photographer (Social): Andrew Burton

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