Press Release

Leo Burnett London celebrates the farmers and the quality ingredients behind McDonald’s

Leo Burnett London has devised an integrated TV, radio and social campaign designed to celebrate the hard work of over 23,000 farmers across the UK and Ireland to deliver the quality ingredients that going into producing our food.

One 40” TV spot breaks on October 4th, followed by two 30” spots as well as cinema, radio and social elements. These will run across the UK and Republic of Ireland until the end of the year.

The story is told with the help of the real farmers and farm workers themselves as they show the nation the process of how they going about growing and rearing our produce.


“The ad was shot over five days travelling around real farms in the McDonald’s supply chain,” said Gary Lathwell, Creative at Leo Burnett London. “What you see in this film is what these farmers do day in day out, 365 days a year. Hats off to them. I thought our job was tough,”

Sam Houlston, Marketing Manager at McDonald’s, said: “We are extremely proud of all the hard work and care that goes into producing the quality ingredients that go into our food. It’s this hard work that helps us to ensure all of our customers continue to receive tasty food that they can trust.”

Pete Heyes, Creative Director at Leo Burnett London, added: “Bill Bernbach said, ‘The most powerful element in advertising is the truth’. The truth about McDonald’s ingredients in the UK is not only surprising, but really quite compelling. This story celebrates this with large dollops of honesty and charm.”

Media planning and buying was handled by OMD.



Creative Director: Pete Heyes & Chaka Sobhani (CCO)

Creative: Gary Lathwell, Liane Dowling

Board Account Director: Kate Tweed

Account Director: Jessica Lyons

Senior Account Manager: Stephanie Bates

Account Executive: Blake Field

Agency Producer: Michelle Hickey

Agency Planner: Max Keane & Joe Beveridge

Agency Project Manager: Hannah Wood & Tim Wilks

Director/Production Co: Live Action TV – Vince Squibb at Academy Films; Social – Will Heap

Producer: Live Action TV – Steve Overs at Academy Films

Editor: TV – Paul Watts at The Quarry; Social – MAKE-Prodigious

Post Production: MPC – Marcus Moffatt

Sound Design: Parv Thind at Wave

DoP: TV – Stéphane Fontaine

Partner with adobo Magazine

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