McDonald's: How we got customers Lovin' It and kept them Lovin' It, no matter what.

McDonald's, a fast food restaurant chain, used brand building to rekindle the trust and love of the public in the UK and drive 15 years of almost continuous growth.

Campaign details

Brand: McDonald'sAdvertiser: McDonald'sEntrant: Leo Burnett London / OMD UKCategory: Single MarketPrincipal author: Tom Sussman, Leo Burnett LondonContributing authors: Mike Treharne, Leo Burnett London; Hamish Cameron, Leo Burnett London; Sophie Linnegar, OMD UK; Gavin Callaghan, Analytic Partners


It’s hard to imagine a time when McDonald’s wasn’t a thriving and much loved part of everyday British life.

In 2022, McDonald’s is an adored cultural institution considered “As British As Fish And Chips[1]”, and a retail power brand serving 2.3 million customers a day.

But 15...

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