It might be because I was just browsing the lunch menu there, but Leo Burnett’s loving homage to the perfect burger wins Ad of the Day.

McDonald’s UK is taking a new twist on its audio brand with ‘A little more Mmm.’ The spot marks the first time in McDonald’s History that alterations have been made to its classic burgers, such as the fact they are now 100% British and Irish beef. Additional changes include now searing the burgers “so they’re juicier,” adding onions to the grill, serving “toastier“ buns and even “meltier cheese.“

The campaign spans TV, cinema, OOH, press, social, radio and digital. The media was planned and brokered by OMD UK. There is also a Snap ‘Mmm filter’ that shows that special burger moment. McDonald’s will be rewarding fans with double rewards points on selected beef products. 

Andrew Long and James Millers, executive creative directors at Leo Burnett UK, said: “The iconic Big Mac, Quarter Pounder and Double Cheeseburger are being updated for the first time in history and we’re celebrating the moment in true populist style. With work stretching across every single media channel, there really is only one word to describe this huge, integrated campaign… ‘Mmm.’”