McDonald's Relaunches its Saver Menu With New Campaign by Leo Burnett

Nov. 06, 2024

Leo Burnett and McDonald’s are relaunching the Saver Menu with a new campaign, Actually Get Your Money’s Worth, designed to highlight the range of affordable products available to cost-conscious consumers.

The campaign, featuring four short films, humorously contrasts the value of McDonald’s Saver Menu with a portion of an expensive purchase. Through relatable, tongue-in-cheek scenarios, this series presents the Saver Menu as a true win for those looking to make the most of their money across the UK and Ireland.

Actually Get Your Money’s Worth debuts today (6th November) with the launch of McDonald’s new Chilli Double Cheeseburger, showcased in a playful 20 second film. The spot humorously compares the generous portion of a £2.49 Chili Double Cheeseburger against £2.49 worth of a firework display. This comparison underscores McDonald’s commitment to offering value that truly satisfies.

Following this, three additional 10- and 20-second spots continue the comedic theme, highlighting other tongue-in-cheek scenarios like short-lived theme park rides and half-hearted driving lessons—all designed to emphasise that McDonald’s Saver Menu delivers genuine value at an affordable price.

The campaign spans AV/VOD, OOH, social media, press, radio, and digital platforms, running through 2025. AV spots will air alongside popular UK shows such as The Great British Bake Off, Gogglebox, and I’m a Celebrity…Get Me Out of Here!

OOH will do a lot of heavy lifting in showcasing McDonald’s Saver Menu. Thursday 7th November will be the strongest digital OOH coverage McDonald’s has ever had – and it will be solely utilised for the Saver platform relaunch, including D6s, D48s and extra-large sites. The coverage for the Saver platform relaunch will amount to approximately 2,500+ digital panels across the nation.

Press ads will reach a broad audience through outlets like Metro and The Sun, reinforcing McDonald’s as the go-to choice for great-tasting, affordable food.

The PR campaign also heroes the addition of the new Chilli Double Cheeseburger and reinforces the value of the Savers menu through an influencer and media engagement programme.

All media planning and buying was handled by OMD UK and PR by Red Consultancy,

Actually Get Your Money’s Worth is the latest evolution of McDonald’s longstanding creative platform, Like Getting Your Money’s Worth, originally launched by McDonald’s and Leo Burnett over a decade ago to celebrate meaningful value for customers.

Lucy Johnson, Marketing Manager, McDonald’s UK & IE, said:

“We know people are looking for value, now more than ever. This campaign is all about show casing the brilliant value for money the McDonald’s Saver Menu offers customers in a fresh, comedic way."

 

Andrew Long and James Millers, Creative Directors, Leo Burnett UK said:

“Everyone is watching their wallets, and this campaign really taps into that in a humorous way, touching on experiences that we can all relate to. We’re excited to show that you can still enjoy great food without breaking the bank.”