Creativity

Are the Eggs in McMuffin Really Real? McDonald's Dispels a Myth

U.K. Campaign Tackles Micsconceptions Head On, Emphasizing Fresh Ingredients

By Alexandra Jardine. Published on Jan 15, 2016

Editor's Pick

McDonald's sets out to a dispel an urban myth -- that the eggs in its Egg McMuffin are somehow fake.

For McDonalds U.K., the ad opens with a shot of a factory where they're feeding a white and yellow cylinder into some kind of 3D egg printer. We then meet a young woman wondering about her McMuffin as she looks at the distinctively flat egg. A McDonald's staff member hovers cleaning up in the background, and the voiceover tells us that "if he had a penny for every time he'd heard that..." as we cut to him him tap dancing as coins fall from the sky around him.

The ad then moves to a real-life McDonald's chef with real eggs preparing them for cooking, and, after a brief "interview" with some chickens, we're reminded that there's a "real, freshly-cracked free-range egg" in every McMuffin.

Leo Burnett London created the spot, part of its ongoing "Good to know" campaign which emphasizes the provenance of its ingredients. It's a brave move to tackle the McMuffin eggs' somehow plasticky appearance head on, but it goes some way towards the kind of authenticity today's consumers are looking for.

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Credits

Date
Jan 15, 2016
Agency:
Leo Burnett London
Client:
McDonald's U.K.
Head of Marketing, Brand and Experience:
Steve Hill
Executive Creative Director:
Justin Tindall
Creative Director:
Richard Robinson
Creative Director:
Graham Lakeland
Copywriter/Art Director:
Adam Tucker
Account Director:
Lizzie Clayton
Account Director:
Sam Houlston
Creative Planner:
Sarah Sandford
Creative Planner:
Josh Bullmore
Media Agency:
OMD
Media Planner:
Kat Howcroft
Media Planner:
Lucy Johnson
Production Company:
Sonny London
Producer:
Nick Goldsmith
Director:
Guy Manwaring
Director of Photography:
Marc Gomez del Moral
Editor:
Mark Edinoff
Post Production Company:
MPC
Audio Post Production:
750 MPH
Audio Post Producer:
Sam Robson

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