McDonald’s Picks Burnett for New Product

NEW YORK McDonald’s has shifted ad duties on its new Oven Selects toasted sandwich from Omnicom Group’s DDB to Publicis Groupe’s Leo Burnett, sources said. The offering is currently being tested in several markets.

The shift follows a creative “jump ball” among roster shops, including the Chicago offices of DDB and Burnett, Omnicom’s TBWA\Chiat\Day in New York, Publicis Groupe’s Burrell Communications in Chicago, Cossette Communications in Quebec City, and Omnicom’s del Rivero Messianu DDB in Coral Gables, Fla., said sources. Spending hasn’t been determined, and will depend largely on how and when the client expands the test, according to sources.

The test markets for the Oven Selects line are Rockford and Lisle, Ill.; Columbus, Ohio; Richmond, Va.; and San Antonio. McDonald’s typically introduces its new products in a handful of markets before offering them nationally. It’s unclear if Oven Selects, which appears to take aim at the core offering at rival Quizno’s, will make the jump.

DDB declined comment and Burnett referred calls to the Oak Brook, Ill., client. A company representative said Oven Selects would be supported by advertising in the five markets, but was unable to confirm which agency would handle the work. The sandwich comes in five varieties and retails for $5, the rep said.

Other additions to the McDonald’s menu in the past year-and-a-half include the McGriddle breakfast sandwich, Chicken Selects strips and salads featuring Paul Newman brand dressings.