The campaign, shot by renowned photographer William Green, builds on the fast food restaurant’s existing creative platform ‘There’s Nothing Like A Delivery’.

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Each image will appear on OOH billboards portraying how customers excitedly wait for their McDonald’s deliveries.

McDonald’s UK Digital and Media Director, Kat Howcroft, said: “This campaign taps into the eagerness we all experience when waiting for a McDelivery to arrive, each shot captures that small moment of joy that is felt on arrival, where the anticipation of a Maccies breakfast, or a Friday night Sharebox is all you can think about in those few minutes.”

“We are excited to bring to life this fan truth in a fun out-of-home campaign that we hope will resonate with our customers”.

Leo Burnett ECD, James Millers and Andrew Long added: “Although there are more options for online food ordering than ever before, McDonald’s is truly a category of one – from the iconic products to the relatable rituals, there really is nothing quite like a McDelivery.

“This latest campaign builds on that platform by focusing in on the feeling of anticipation we can all relate to when we’re waiting for our McDelivery to arrive, with beautifully observed photography.”

The news follows creative agency Leo Burnett partnering with the fast food giant to invite friends to promise to share McNuggets forever in a new social campaign titled ‘The Pre-Nug Agreement’.

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In partnership with creative agency, Leo Burnett UK, the campaign encourages participation by inviting fans to sign their own Pre-Nug Agreement via a custom filter on the McDonald’s UK Instagram profile.

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The move is also supported by an advert, shot in the style of reality TV, which dramatises the run-up to signing the agreement.

The fast-food chain has also enlisted influencers and best friends Millie Court and Chloe Burrows to promote the new campaign.

The filter and film follow ‘leaked images’ this week where paparazzi-style shots of influencer Millie Court leaving what appears to be a legal office holding a pre-nuptial agreement, were featured on her social media channels.

Alongside influencer engagement, ‘The Pre-Nug Agreement’ will also include owned media activations including social cutdowns and stickers, as well as a nationwide discount on McNuggets to get the nation sharing and printed versions of the Pre-Nug Agreement on tray-liners in McDonald’s restaurants and in national press adverts.

McDonalds Marketing Director for the UK and Ireland, Matt Reischauer, said: “The eternal debate of whom to share your McNuggets with…it’s just become a part of our culture.

“The Pre-Nug Agreement acknowledges this and lets fans put their own sharing commitment in writing. I can’t wait to see where this goes. Although I am disappointed to learn via this press release that the team at Leo’s won’t be signing one with me.”

Leo Burnett UK, Executive Creative Directors, James Millers and Andrew Long, added: “When something is so delicious, that agreement to share needs a little officiation. It’s a complex issue – do you go 50/50? Who gets custody of the BBQ dip? Honestly, we’ve been creative partners for a long time and it’s still up in the air on whether we’ll share.”

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The pair have committed to working with certified digital advertising suppliers where possible and will encourage suppliers that aren’t certified to sign up to begin their journey toward certification, while educating their internal teams about the initiative.

“We’re delighted to be among the first advertisers to support IAB UK’s Gold Standard. It’s in all of our best interests to collectively raise online ad standards, as we strive to communicate to our customers in the most helpful, relevant and effective way,” said Nick Ashley, head of media and campaign planning at Tesco. “The IAB Gold Standard is a clear start to building better standards across the industry; moving forward we also encourage all stakeholders to agree a single industry-wide set of standards that we can all get behind.”

The Gold Standard was unveiled in 2017 before beginning at the start of 2018. The initiative aims to clean up the digital advertising ecosystem by bringing together programmes for tackling ad fraud, increasing brand safety, and increasing transparency.

As per the stricter criteria introduced by the IAB UK earlier this year, companies need to implement IAB Tech Labs’ ads.txt, become certified under the JICWEBS Digital Trading Standards Group (DTSG), and follow the principles set out by the Coalition for Better Ads in order to achieve a Gold Standard certificate.

“Since its inception, Gold Standard adoption has been really strong. The fact that advertisers are now getting behind the initiative is crucial in cementing its effectiveness,” said Tim Elkington, chief digital officer at IAB UK. “Tesco and McDonald’s are leading by example when it comes to advertisers’ responsibility to improve digital advertising. It’s only by having all parts of the industry on board that we can affect real change.”

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McDonald’s has announced its acquisition of Israeli start up Dynamic Yield, which specializes in machine learning and personalization capabilities. The fast-food chain plans to integrate Dynamic Yield’s technology into digital menus and self-serve kiosks in locations around the U.S, beginning this year. Eventually the digital upgrades will be rolled out to bigger international markets.

McDonald’s customers who interact with digital outdoor/indoor menus and kiosks with be given a personalized menu, based on time of day, weather, how busy the restaurant is, and popular menu items. Customers will also receive suggested menu items based off of the food already in their order.

“Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms,” said Steve Easterbrook, president and chief executive officer, McDonald’s Corporation. “With this acquisition, we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers.”

Dynamic Yield, which is based out of Tel Aviv and New York, will continue to operate as a standalone business, but will become solely owned by McDonalds. Although no official amount has been released by either business, The Wall Street Journal reported the acquisition will cost McDonald’s more than $300m.

Liad Agmon, co-founder and CEO of Dynamic Yield, said “We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity. We’re thrilled to be joining an iconic global brand such as McDonald’s and are excited to innovate in ways that have a real impact on people’s daily lives.”

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McDonald’s has had to deal with being accused making its chicken nuggets from a nasty pink slime and of them having the beaks of chickens crushed into them, among plenty of other myths surrounding the fast food giant.

In the UK, to deal with the spread of misinformation – especially across the internet and social media – McDonald’s launched a campaign that included TV spots poking fun at the claims, unscripted videos produced by produced by popular YouTubers, and changes to its online portal that addresses what goes into food at McDonald’s.

“Social media, in particular… It’s left brands with nowhere to hide, it forces them to scale out of the ivory tower and be open, said Emily Somers, VP of marketing and food development at McDonald’s UK, speaking at IAB UK’s Engage event. “This is a change to be celebrated – it offers new ways for us to engage with our customers, it’s empowering and provides real-time feedback. And it’s helped us lean in to building a strong relationship with the millions of people we serve every day.

“However, the knottiest challenge we wrestle with isn’t their complaints, but the proliferation of misinformation that spreads like wildfire.”

These myths are the ones that used to be heard in playgrounds, by the water cooler, or in the pub, but have now been spread with the rise of the internet and social media. Myths like these make it “hard to sort fact from fiction” because they sit next to legitimate journalism, according to Somers.

To combat the rise of these myths, McDonald’s decided it was time to become more transparent and “fight fire with satire”. It done this through TV ads, YouTube videos, and updates to its online portal.

Looking at YouTube, in particular, McDonald’s gained the help of YouTubers that appealed to the 16 to 24-year-old market, and others that appealed to the fast food chain’s important family audience, and let them lose behind-the-scenes.

“We provided them with unprecedented access to our farms, our factories and our restaurant kitchens to find out for themselves how we make and prepare our food,” said Somers. “As is the norm in this type of content, it was totally unscripted, and we had to allow them to produce it in a way that they felt was most relevant to their fan base.”

Despite feeling uncomfortable about allowing the YouTubers to have this kind of control, McDonald’s embraced it and the videos received a combined total of 3.7m views – with 76 per cent neutral or positive sentiment.

Overall, the McDonald’s UK campaign saw it achieve all-time high trust scores – with an 18 per cent increase in trust over two years – as well as a higher appreciation of its food quality. It also achieved a payback of five to one in terms of profit and ROI and its 46^th consecutive quarter of growth.

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 Public Health England/Ogilvy UK

Ogilvy UK has won the brief for a Public Health England digital campaign around sexual health over the festive season.

The campaign is aiming to encourage 16-21 year olds to use condoms at a time of year with an increase in sexual activity. It’s an issue which was last addressed in a 2009 TV campaign.

According to Campaign, Ogilvy beat out six agencies for the brief, including Mother and Lucky Generals.

The campaign is part of Public Health England’s recently unveiled three-year marketing strategy.

McDonald’s/Huge

McDonald’s has appointed IPG’s Huge to handle global digital design and user experience work, reportedly beating Accenture’s Fjord to the brief, according to Ad Week.

Huge will work together with the brand’s in-house digital team on strategic and creative elements of its customer experience, including apps, web and in-store.

It’s a big deal for Huge, which is planning to open its first Chicago office following the partnership.

McDonald’s made its last major digital appointment in August, naming Publicis Sapient and Capgemini for a multi-year ‘digital innovation’ initiative.

Mini/360i, Pereira & O’Dell and Merkle

BMW Group automotive brand Mini USA has named 360i as its new for digital, social media and CRM, with support from data specialists Merkle. Pereira & O’Dell has also been appointed as Mini’s creative agency.

“The world has changed dramatically since we last reviewed our agency partners. Our new agencies demonstrated throughout the pitch process that they are incredibly talented, creative, highly collaborative organizations that are built for today’s consumer landscape,” said Patrick McKenna, head of brand communications for Mini.

The appointments are the conclusion of a creative agency review conducted by Mini with assistance from The Burnett Collective.

Interpublic’s Universal McCann will continue to serve as the brand’s media planning and buying agency through an existing contract.

Swarovski/Wirecard

Financial technology firm Wirecard has added Swarovski Crystal Worlds to its portfolio of clients.

The partnership will see the Chinese mobile payment solution Alipay integrated into the till systems at Swarovski’s Crystal Worlds stores using Wirecard’s Alipay Barcode Payment technology.

“Among Chinese tourists, Swarovski is one of the best-known European brands,” said Rita Liu, head of Alipay EMEA. “Accepting Alipay will definitely offer Chinese customers an even better shopping experience as the Discovery platform leads users to nearby Swarovski stores and the payment process is as convenient abroad as it is in China.”

Asics/Saatchi & Saatchi

Sports equipment brand Asics has named Saatchi & Saatchi as its global creative agency of record.

The appointment comes as Asics begins a brand repositioning process, under the new ‘I Move Me’ banner.

“Asics was founded on the promise to get people moving for a better future. We are thrilled to bring that unique purpose to life with ‘I Move Me’ for years to come,” said Paul Miles, senior general manager of Asics’ global marketing division. “In Saatchi & Saatchi, we have found an outstanding creative and strategic partner to help define this message, inspire more people to embrace a physically active lifestyle and carry Asics into the future.”

Royal Enfield/DDB Mudra

DDB Mudra Group, part of the Omnicom/DDB Worldwide Group, has landed a brief from Indian motorcycle company Royal Enfield.

A multidisciplinary team from DDB’s Delhi office will collaborate with Royal Enfield’s own marketing and content team on future projects.

“As Royal Enfield moves into the next phase of its global foray, we are always looking for partners who understand our purpose and will help us build the brand,” said Chandan Jha, head of brand strategy at Royal Enfield. “The DDB team brought in a differentiated strategy and demonstrated digital-enabled creative thinking. We look forward to a fruitful partnership.”

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The two companies reportedly beat out Accenture, among other digital firms, for the deal which will see them overhauling McDonald’s mobile order and pay functionality, kiosk ordering and web applications, as well as creating innovative digital services for internal use, from kitchen and branch operations through to logistics, home delivery and more.

“McDonald’s has launched an assertive strategy to transform its business through innovation; we embrace the opportunity to put digital innovation at the core of their business,” said Paul Hermelin, CEO and chairman of Capgemini Group. “As we continue from the foundation of our strategic relationship that goes back 10 years through our IGATE heritage, we appreciate McDonald’s vision and trust. We look forward to supporting their growth plan by developing new ways to dramatically enhance the customer and employee experience, and restaurant operations.”

The partnership will involve all three firms pooling their expertise to accelerate digital technology innovation. Capgemini has announced plans to open a new Global Digital Retail Centre in Chicago to support the relationship, develop and showcase industry-applied business innovation, and attract talent to its growing North American operations.

“As a strategic provider, Capgemini enhances our ability to bring speed, scalability and disruptive innovation across our restaurant and digital technologies as McDonald’s continues to transform the customer experience through greater convenience and personalisation,” said Jim Sappington, executive vice president of operations, digital & technology systems for McDonald’s. “Capgemini has proven its ability to understand our business, our industry and our customers, and has the ability to deliver the highest level of scalable technology innovation.”

“The McDonald’s brand has been a household name for generation and has continued to lead in its category by introducing new products that are uniquely informed by the needs and wants of its customers,” said Arthur Sadoun, chairman and CEO of Publicis Groupe. “We’re honoured to join Capgemini in reimagining ways the McDonald’s experience can be a source of competitive advantage on the journey of enterprise transformation.”

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This iteration of the McDelivery service comes in partnership with UberEats, the food delivery arm created by the popular transportation network. McDonald’s has initially launched a test of the service at various restaurants around London, Leeds and Nottingham. To be exact, there are 22 restaurants across London, seven in Nottingham, and three in Leeds.

Users that live within a mile and a half of the selected outlets will be able to order from the McDonald’s menu. The service will be available from 7am to 2am, satisfying people with their McDonald’s fix most of the day. Uber will charge each customer £2.50, regardless of how much they order.

“It’s no secret that we’ve been looking at bringing delivery to the UK, and we’re excited to confirm that this month we have gone live with UberEatS in 32 restaurants across Leeds, London and Nottingham, to offer delivery within one and a half miles of each of our participating restaurants,” a McDonald’s spokesperson told Mobile Marketing. “It’s very early stages, so while our restaurant teams familiarise themselves with the new process, we will be using the coming weeks and months to see what works and learn from what doesn’t.”

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BeatQuiz automatically generate multiple-choice questions based on the music currently playing in restaurants. McDonald’s visitors are able to use their phones to compete with friends and climb daily leaderboards trough the app.

The game, which is free-of-charge within the fast food chain’s Android and iOS apps, is first launching in McDonald’s restaurants across Sweden.

“A never-ending digital pop quiz, BeatQuiz is packed with incredible entertainment that McDonald’s guests are going to love,” said Ulf Persson, head of digital customer experiences at McDonald’s Sweden.

The game was developed by Soundtrack Labs – a collaboration between advertising company DDB and Soundtrack Your Brand – and is based on the Soundtrack Your Brand open API.

Joel Brosjö, co-founder and CEO of Soundtrack Your Brand, added: “Games like Nintendo’s Pokémon Go have showed us that the best playground out there is the world we live in. With BeatQuiz, we’re applying the same logic to bring McDonald’s restaurant environment to life.”

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McDonald’s ‘Snaplications’ campaign enables people to begin the job application process by first selecting a lens that puts them in a McDonald’s uniform. The applicant then creates a 10-second video submission and sends it to the McDonald’s Snapchat account.

The Snapchat lens doesn’t replace the traditional application process, but can help toward someone getting the job. Because of this, once the video has been reviewed, McDonald’s sends the applicant a link to the careers hub where they can download an application form.

“I’ve learnt a lot about Snapchat recently from my 14-year-old daughter. We think this is actually a world first. Snaplications is basically a Snapchat ‘lens’ that gives users the ability to apply for a job – or at least commence that process – by sending a 10-second snap,” Shaun Ruming, COO of McDonald’s Australia, told Australian news website News.com.au.

“We’re looking for that positivity, bubbly personality, someone we think would be good in a customer service role. Based on what my daughter sends to her friends, you do get a bit of a glimpse [from a 10-second video].”

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