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

An outdoor ad lists the ingredients of an Egg McMuffin without naming the sandwich
McDonald's flexes the instant recall of its products in this outdoor and digital campaign from Leo Burnett. Leo Burnett
Headshot of David Griner

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. Color plays a key role too, with each ad’s palette staying true to McDonald’s branding.

Leo Burnett London
Leo Burnett London

The ads were created in partnership with typographer David Schwen, the founder and creative director of Minneapolis-based Dschwen studio.

“McDonald’s is a leader,” said Pete Heyes, creative director at Leo Burnett. “Only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve.”

Leo Burnett London

CREDITS:

Agency – Leo Burnett London
CCO – Chaka Sobhani
Creative Director – Pete Heyes
Art Director – James Millers
Copywriter – Andrew Long
Designer – Jake Arnold, David Schwen
Head of Design – Phil Bosher
Account Director – Steph Bates
Senior Account Manager – Rob Ellen

Account Executive – Callum Matthews
Project Director – Emily Green

McDonald’s:
Marketing Manager – Hannah Pain
Campaign Assistant – John McClure


The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
{"taxonomy":"","sortby":"","label":"","shouldShow":""}