McDonald’s ditches logo and lets breakfast speak for itself

A campaign from ad agency Leo Burnett in the UK is the new installment of McDonald’s ‘Breakfast, done properly’ campaign. Radio executions use language to prompt listeners to picture the breakfast they already have stored deep in their subconscious. ‘Think of a breakfast muffin with sausage and egg. Yep, that’s the one,’ the voiceover coaxes. ‘Picture it now. Doesn’t it look delicious?’ The campaign also rolled out across TV, paid social, press and in-store activations across the UK.