No Logo. No Images. But You Know Exactly What These Ads Are For

Leo Burnett uses minimalism to highlight the power of McDonald's iconic products

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How many brands could pull this off?

McDonald’s, whose marketing has been tilting increasingly toward minimalism in Europe, has launched an outdoor campaign that’s both subtle and loaded with swagger. The ads from Leo Burnett London don’t mention the fast food brand by name, show its logo or include any pictures of the products.

Instead, we simply see a list of the key ingredients that make up some of McDonald’s core products—the Filet-O-Fish, Egg McMuffin and Big Mac.

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