A Little More Mmm

McDonald’s and Leo Burnett UK’s latest creative work, ‘A little more Mmm’ highlights improvements made to some of its most iconic menu items - the Big Mac®, Quarter Pounder™with Cheese, and the Double Cheeseburger as the hero beef products in the range. It is the first time in McDonald’s history that changes have been made to its classic burgers.

‘A little more Mmm’ is the term used to encapsulate the output of a number of improvements that have been made to the core burgers. “Searing the 100% British and Irish beef patties so they’re juicier, adding onions on the grill for extra flavour to Big Mac® and Double Cheeseburger, toastier buns, and serving hotter for even meltier cheese”, make the deliciously familiar taste, just better. The campaign plays on this insight, driven by the concept that it’s difficult to put your finger on what has changed. McDonald’s burgers are simply, ‘A little more Mmm’.

The multi-channel campaign, with media planned and brokered by OMD UK, spans TV, cinema, OOH, press social, radio and digital, hitting every customer touchpoint to make “A little more Mmm” truly unmissable. As an extension of the original concept, the launch film follows three mates who are trying to articulate why McDonald’s burgers are suddenly that little bit more delicious. Ultimately, the only word they can find to describe it is “Mmmm”, at which point the protagonist breaks into an operatic tribute to the new taste experience.