This week Macca’s announced it will be removing artificial preservatives from its products and using chicken in its nuggets that isn’t treated with antibiotics, to coincide with the changes Leo Burnett Chicago has released an ad showing the nostalgia level of chicken nuggets.
The advert promotes changes to McDonald’s menu by using split screen and an acoustic version of Cyndi Lauper’s Time After Time, the ad tries to convey the emotional nature of McDonald’s menu changes.
“More than ever, people care about their food – where it comes from, what goes into it and how it’s prepared,” Mike Andres, president of McDonald’s USA said in a statement. “We’re making changes to ensure the food we’re proud of is food our customers love and feel good eating, and we remain committed to our continuing food journey at McDonald’s.”
“There’s an undeniable level of nostalgia tied to the McDonald’s brand and its food,” Britt Nolan, Leo Burnett USA’s chief creative officer said. “We set out to capture that relationship in a sincere, simple way that today’s parents can relate to and feel good about sharing with their own kids.”
The fast-food company also took out two full-page print ads in The New York Times and the Washington Post. See the ad below:
McDonald’s USA has announced a number of moves across its menu, this includes:
- Removing artificial preservatives from several items which also don’t have artificial colors or flavors, including its iconic Chicken McNuggets. Across its breakfast menu, the pork sausage patties and omelet-style eggs served on McGriddles, Bagel and Biscuit breakfast sandwiches, along with the scrambled eggs on its breakfast platters, also now have no artificial preservatives.
- Rolling out new buns this month that no longer contain high fructose corn syrup, including the buns used on Big Macs, Quarter Pounders, hamburgers and cheeseburgers, Filet-O-Fish and McChicken sandwiches. The Artisan roll introduced in 2015 never contained high fructose corn syrup.
- Completing a major commitment to only serve chicken not treated with antibiotics important to human medicine* nearly a year ahead of schedule.
Agency: Leo Burnett Chicago
Campaign: Chicken McNuggets
Spot: “Better Chicken McNuggets”
Chief Creative Officer: Britt Nolan
Executive Vice President Creative Director: John Hansa
Creative Director: Rob Calabro
Creative Director: Ben Steward
Senior Vice President Executive Producer: Denis Giroux
Senior Producer: Beth Dolnick
Senior Business Manager: Shirley Costa
Senior Talent Manager: Linda Yuen
Executive Vice President, Planning Director: Lance Koenig
EVP, Account Director: Catherine Davis
SVP, Account Director: Josh Raper
Account Director: Amber Stanze
Account Supervisor: Richard Henderson
Production company: Story Films
Director: Blair Hayes
Post production: Cutters
Editor: Jacob Kuehl
Audio production: Matt Miller @ Lime
Colorist: Shane Reed @ Apache