The campaign, which is the first time the R'n'B group has appeared in UK product ads, has been created by DDB London; its debut work for the fast-food giant.
McDonald's is bolstering its Salads Plus menu with the addition of Chicken Salad with Pasta, which includes roast peppers, basil and cherry tomatoes. A low-fat, grilled-chicken Caesar flatbread will replace the grilled chicken flatbread item that launched last September.
DDB London was awarded the brief for the campaign by McDonald's Europe, which uses agencies from the DDB Network for the few multi-market campaigns it carries out each year. Sister DDB network agency Heye & Partners, in Germany, was responsible for developing McDonald's first global ad strapline 'I'm lovin' it', which was key to its revitalisation strategy.
News that a rival London agency has produced work for McDonald's will be unsettling for incumbent Leo Burnett, which has recently had questions raised over the strength of its hold on the £42m UK business, following a raft of senior management changes at the client.
In January, McDonald's UK replaced the dressing on its Salad Plus range, which had been criticised for its fat content, with lower-calorie, lower-fat versions.
The latest menu items will be sold from today (Wednesday), with the ads, which will run in the UK and the Nordic region, breaking on Friday.
Putting in a good word, page 18
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