McDonald’s Family Fun Hub

OMD UK

Agency: McDonald’s

As April 2020 began, McDonald’s faced considerable uncertainty. The UK’s biggest restaurant chain launched its McDelivery service in 2019, but – lockdown declared – delivery became the business; McDonald’s, its experience perfected over decades, was suddenly at the mercy of third-party apps. And whilst those apps were getting people the food they wanted, it left our brand trust and love scores falling. McDonald’s couldn’t be another logo inside a delivery app: we had to give people what they were missing.