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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

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McDonald’s UK celebrates 50 years of the Big Mac

Leo Burnett London launches McDonald’s campaign taking viewers on a nostalgic journey from the 1970s to the present day

In a campaign that fuses a little bit of old with the new, McDonald’s UK and Leo Burnett London teamed up to celebrate the Big Mac’s 50th anniversary in a nostalgic spot bringing viewers on a journey through the past five decades.

Steven Howells, head of marketing at McDonald’s UK said, “As our most iconic McDonald’s product, we are proud and excited to be celebrating 50 years of the legendary Big Mac®.  For the first time ever in the UK, we are introducing the two new sizes for a limited time.  We know a lot of our customers will remember their first Big Mac, and this campaign will hopefully encourage them to enjoy that unforgettable first bite all over again!”

The ad reminds customers how much they love Big Macs by reimagining what it was like for people in the 1970s to walk in and order the iconic burger for the first time. Progressing through the decades, the ad revisits everything from fashion and hairstyles to cars, while at the same time, demonstrating the changes that McDonald’s has made to its restaurants, packaging and typefaces.

“This campaign has been a labor of love,” said Chaka Sobhani, chief creative officer at Leo Burnett London. “The classic colors, the shapes and the designs brought back a flood of happy memories for us all. And we were reminded of what a ubiquitous role McDonald’s has played in our cultural life in the UK.”

The ad concludes with a father and son trying the limited-edition promotional burgers, the Big Mac Jr. and Grand Mac together in present day, reminiscing about how the original taste still remains as satisfying as it was the first time - ‘still good’!

The work will run in the UK and Ireland on print, digital, press and social channels. To mark the occasion, McDonald’s has also taken over the iconic Imax out-of-home space at London’s Waterloo for the first time.