McDonald’s
Needs No Explanation
In the latest instalment of our “Breakfast Done Properly” platform, which celebrates our breakfast menu, we made the bold move to remove all logos and instead simply let the food communicate our brand message – a McDonald’s breakfast is so iconic it “needs no explanation.”
Film & OOH
The campaign features a series of 30″ and 10″ films showcasing McDonald’s Breakfast in its purest, most irresistible form. Other channels include paid social, press, in-store activations, and most notably OOH where large, macro images of McDonald’s Breakfasts have dominated large-scale placements.
Radio and Social
Across radio, we used provocative language painting the picture of a Maccers breakfast but without ever mentioning McDonald’s, encouraging listeners to fill in the blanks and make the subconscious connection with our brand. Meanwhile, a disruptive social strategy has ensured McDonald’s breakfast is front and centre on Insta, TikTok, and Snapchat, with looping macro shots of our breakfast items punctuating social feeds and stories.
