McDonald's has rolled out an ad film that highlights the chain's limited time offering of double patty burgers. The film has been conceptualised by Leo Burnett.
The film showcases the added joy one feels when happiness is multiplied. It shows a father who is surprised by the birth of a second child, a young man whose day is made when he is sitting next to not one, but, two beautiful women and friends enjoying each other’s company.
The film ends with two friends sneaking out of class and running to a nearby McDonald's where they meet their friends and enjoy a McDonald's burger.
Kedar Teny, director - marketing and digital, McDonald’s India – West and South India, said, “We are extremely excited to start the New Year with the Doubles Fest. McDonald’s is synonymous with being a leading brand in the burger market and our campaign thus, centres on the fact that the widely popular and favourite McDonald’s burgers are now even more irresistible with the addition of an extra patty. The campaign theme ‘One is good, two is better’ reiterates this message while also reminding customers that we are continually committed to providing value for money to our customers."
“The Doubles Fest will take a 360 degree multi-channel approach and will be promoted across various platforms –TV, print, radio and outdoor mediums.The TVC captures the young and youthful essence of our brand by highlighting the message in a unique way and strikes an emotional connect with our customers. The campaign will also be heavily promoted on the digital platform with activations on social media. With the evolving trends, we wish to stay attunedto the diverse needs of our customers while engaging them through our communication and marketing campaigns”, he added.
RajDeepak Das, chief creative officer, Leo Burnett India, said, “It’s a refreshing and relevant campaign that delivers the doubles message in a clear and entertaining manner.”
Hitesh Mehta, vice president planning, Leo Burnett, added, “The campaign effectively highlights the appeal of double patty burgers without diluting the equity of regular single patty burgers.”
Sachin Kamble and Prajato Guha Thakurta, executive creative directors, Leo Burnett, commented, “The beauty of the campaign is that it speaks to the youth in a language that appeals to them.”
The campaign will straddle TV, radio, print, outdoor and digital.
Creative agency: Leo Burnett
Creative chief creative officer: RajDeepak Das
Executive creative directors: Sachin Kamble and Prajato Guha Thakurta
Creative directors: Sujeet Sawant, Kaushik Datta
Copy: Qainat Mansoor, Manish Patel, Manas Kher
Art: Vaibhav Patil
Brand Planning: Hitesh Mehta (vice president), Divya Agarwal
Brand director: Supriya Bhasin, Pratik Adhikari, Aditya Atre, Sayantan Bhattacharya