After 11 years, McDonald’s rekindles partnership with Leo Burnett SG

McDonald’s Singapore has partnered with Leo Burnett to paint the town red and yellow with its red fry box with one message that rallies to all – Come home to the fries you love. It is the first campaign for the rekindled partnership between McDonald’s and Leo Burnett Singapore since their separation in 2008.

The agency was appointed as the second creative agency to handle integrated communications duties in Singapore. McDonald's also currently works with DDB Singapore. When asked how Leo Burnett would be working with DDB, Serene Koh, managing director of Leo Burnett Singapore said, “Leo Burnett is one of the two AORs for McDonald’s in Singapore. We work closely with McDonald’s media agency OMD.”

“We couldn’t have asked for a better way to start 2019 on a high. We are thrilled to have found passionate and ambitious partners in McDonald’s to work on this campaign that deeply resonates with every Singaporean and bring this collaborative effort to life. Together with our creative leadership, I look forward to furthering our partnership with McDonald’s and becoming integral to their growth stories," she added.

While Marketing understands that Leo Burnett's duties include the breakfast segment and the fries, Leo Burnett declined to comment further on the specifics of their duties.

Meanwhile DDB Singapore confirmed to Marketing that it will be handling the brand's 40th Anniversary Come Home to McDonald’s campaign, along with several other product verticles. It did not mention specifically which verticles, but instead said that for the 40th anniversary, the agency is working with the brand to remind all Singaporeans of McDonald’s is intrinsically part of the social fabric in Singapore.

Here's a look at the campaign:

Meanwhile, in a statement from Leo Burnett and McD's promoting its fries, it said that from kids to old-timers, the McDonald’s world-famous French Fries have been part of everything and everyone. With this evocative sentiment, Leo Burnett Singapore is earnestly telling a story about the fries at the heart of it all - a side dish deserving of the main spotlight with an integrated marketing campaign running from now until 23 January 2019.  Kicking off on 3 January, #TheFriesYouLove campaign will hit the town with much celebrated and light-hearted moments that are perfectly captured in a 30-sec quick split-second cut short film.

The campaign will be rolled out on social media, in cinemas and OOH during the campaign period. Members of the public can also look forward to dining at McDonald’s ‘Golden Stores’ – where the flagship stores are dressed up in accordance to this celebration. Outdoor advertising, using the signature red fry box and golden fries, will take over key spots, illustrating the prominence of the fries we all know and love around our homeland.

“Leo Burnett Singapore has demonstrated a high level of passion and enthusiasm for the business which was truly infectious. The agency’s thorough local insights and strategic approach in addressing the business challenges was spot on.  This campaign is more of a movement than a campaign that evokes fond memories and sentiment in our customers by putting our iconic fries in the spotlight. I am very much looking forward to our next phase of continued partnership in Singapore,” said Agatha Yap, senior director of marketing & digital innovation at McDonald’s.

Other than celebrating their classic and iconic golden fries, McDonald’s is also releasing new limited-time menu items to mark this anniversary. The Salted Egg Yolk Loaded Fries, Peach Pie, Pandan Soft Serve, along with a returning crowd favourite, the Ha Ha Cheong Gai Drumlets, will be launched on 3 January to tantalise tastebuds in conjunction with this celebration.

Besides McDonald’s, Leo Burnett Singapore is providing integrated communications services for clients such as Abbott, BMW, Performance Motors, Pan Pacific Hotels Group, Hilton, and Sony.