McDonald’s
Mini Hash Browns – “Descended from Greatness”
What’s better than breakfast? A breakfast with a side of greatness. For McDonald’s, the Leo’s team turned their humble Mini Hash Browns into a hero of the morning routine, proving that even the smallest spud can have the mightiest legacy.
The Campaign
Our ad has elevated the Mini Hash Brown from a side dish to a symbol of heritage and pride. Through clever storytelling and playful visuals, we created a narrative that traced the hash brown’s “lineage” back to McDonald’s beloved, full-sized breakfast staple. The campaign spanned TV spots, digital activations, and vibrant social media content, including an interactive Instagram filter that let users showcase their own “greatness” alongside the Mini Hash Brown.
The Effect
By leaning into the legendary appeal of their breakfast menu, we gave the Mini Hash Brown its well-deserved moment in the spotlight. Ranging from a huge up-tick in McDonald’s breakfast traffic to a viral buzz of impressions across TikTok, Facebook and Instagram, our campaign made Mini Hash Browns a fan’s favourite. And, above all, reinforced McDonald’s as the ultimate breakfast destination.