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

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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McDonald’s “We Hear You”

INSIGHT. For the longest time, customers have been wishing for, dreaming about and demanding all-day access to McDonald’s beloved breakfast menu. McDonald’s wanted to let them know their dreams have finally come true and their tweets — so many tweets — have been heard. They called upon Leo Burnett Chicago to help spread the word. We decided our consumers’ words were the best way to capture the excitement surrounding the news.

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IDEA. McDonald’s and Leo Burnett Chicago launched the all day breakfast campaign “We Hear You” with several TV spots that capture real-life social posts from Egg McMuffin enthusiasts when they heard the news. The work brought a lighthearted humor to the comically enthusiastic tone McDonald’s customers used in social media. “We Hear You” served as a co-celebration with the countless McDonald’s breakfast aficionados across the country. Soon enough, the audience engaged with the spots and continued to actively contribute to the nation’s conversation about 24/7 breakfast.

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IMPACT. Within days of the launch, the spots helped set the bar of excitement for McDonald’s all-day breakfast availability. The company’s sales have increased and McDonald’s YouGov BrandIndex rating is now at its highest since late 2013. The conversation and audience responses prove how universally loved McDonald’s is.