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McDonald's attempts to distance itself from the follies of fast food with a quality-assuring campaign.

Two 40-second spots highlight the quality of McDonald’s ingredients. While one beef-eating customer is transported to a fancy restaurant with an "overly attentive" waiter, another unexpecting foodie finds himself in a shop with "17 types of granola" and wicker shopping baskets, discovering that Maccie’s breakfast menu contains supermarket-standard free-range eggs.

The campaign is supported by out-of-home activity that will target shoppers on their way to the supermarket. A series of YouTube bumpers will appear before recipe videos, while social posts poke fun at food influencers. In a head-scratching move, the brand is also encouraging influencers to make their own versions of McDonald’s recipes, in spite of making fun of them in social posts.

The work was created by Gareth Butters and directed by Tiny Bullet through Thomas Thomas Films.