McDonald's is highlighting its efforts to work with British and Irish farmers "who care" about the welfare of their livestock and the quality of their produce in a TV ad that champions the positive impact of the brand on society.
The TV ad by Leo Burnett debuted last Friday. It uses a tree as its centerpiece, to symbolize something that is often ignored and blends into the background. Yet for those farmers who supply McDonald’s with free-range eggs, it is a real object that provides cover and a better environment for their hens.
The chain will support the TV commercial with print, digital, PR, and social media activity.
The ad is the second in the fast-food giant’s "'Here’s to What Matters" integrated marketing campaign. The first phase kicked off in July with a TV ad highlighting its Ronald McDonald House Charities.
McDonald’s claims the campaign focuses on ethical and quality issues that "really matter" to its customers.
"’Here’s to what matters’ marks a significant step change – not in what we do, but in how we talk about what we do," said Alistair Macrow, McDonald’s UK SVP and CMO. "Our customers don’t always think about why we do things, like giving out children’s books in Happy Meals or sourcing our ingredients from British and Irish farmers."
He added that the chain is "going to bring together all these individual actions into a joined-up campaign to help people understand the bigger picture – what McDonald’s is all about and show the difference that we make to people’s lives."
This story originally appeared on the website of Marketing.