In the pandemic (Boris is about to tell us it’s back to normal – let’s hope he’s right) McDonald’s UK stuck to gritty, would-be realistic stories about the small things in life.
To some effect, Burger King wins the global ad plaudits but McDonald’s flourishes in its own way – in some markets anyway.
Now McD and agency Leo Burnett have joined the ranks of those with spanking new post-pandemic “brand platforms” and it’s ‘Fancy a McDonald’s.’ With McD customers everywhere succumbing to giggles.
Meanwhile in Germany supermarket Edeka and agency Jung von Matt may or may not have a new platform but they have ‘Super Marc,’ a retail visitor one might describe as somewhat off the wall.
Haven’t seen one of these in a supermarket (ad) recently. YouTube visitors seem to like it/him.
MAA creative scales: McDonald’s 8.
Edeka: Um, go on then – 7.