‘Only at McDonald’s’ celebrate fans’ unique rituals

By on Monday, January 27, 2025

McDonald’s and agency Leo Burnett have unveiled ‘Only at McDonald’s’, a new brand platform that highlights the everyday rituals and quirks that make the fast-food giant a fan favourite.

From sneaking your friend’s fries to sharing gherkins, the campaign celebrates the small, relatable moments that connect McDonald’s fans in the UK.

The campaign spans TV, social media, radio, print, and outdoor ads, all designed to spotlight these shared behaviours.

Launching today (27 January), three short films capture these fan truths in a simple, familiar style.

Like fry theft…

The visuals are pared back, with music subtly underscoring moments like turning your lap into a makeshift table on the train.

or the gherkin transfer…

Radio spots and social media content turn these quirky rituals into playful ‘official-sounding dictionary definitions’, while fans are encouraged to share their own McDonald’s-inspired habits with custom “fan stickers.”

Media planning by OMD UK highlights the universal appeal of these rituals, with formats like back-to-back billboards that cleverly emphasise moments.

The new platform will run through 2025, continuing to explore the ways McDonald’s brings people together.

With a minimalist visual approach and a focus on relatable moments, the campaign puts the spotlight on the unique fan behaviours that make McDonald’s iconic.

PR and influencer work by Ready 10.

Andrew Long and James Millers, Executive Creative Directors, Leo Burnett UK, said: “The thing that makes McDonald’s delicious food truly iconic is all the little rituals that go alongside it, whether that’s eating melty cheese from the wrapper or transferring gherkins to a mate. This latest campaign showcases all of our most loved products by highlighting those little moments of magic that only happen at McDonald’s, in a way everyone can relate to”

Matthew Reischauer, Marketing Director, McDonald’s UK & IE, said: “Only at McDonald’s shines a light on the special and unique relationship we have with our fans and the many ways they enjoy our food. We are excited for the reaction; everyone across the nation should feel included and be able to see a piece of themselves in the work, in our celebration of those small, everyday moments that make McDonald’s a special part of people’s lives.”

Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...