McDonald's is to launch its first TV campaign aimed at reassuring parents that only high-quality beef, chicken and potatoes are used in its Happy Meals.
The £5m campaign marks the first time McDonald's, a company used to being vilified for its product range, has attempted to develop a long-term strategy to talk to parents about the quality and provenance of the ingredients in its food.
The McDonald's ad, by agency Leo Burnett, features families working together in fields through the seasons planting flowers that grow into images of a cow, a chicken and a sack of potatoes.
The campaign will also include advertising throughout its UK restaurant chain and a digital campaign, developed by Avenue A Razorfish, will include a website where people can find out more about its UK business operation.
The campaign focuses on beef, chicken and potatoes because hamburgers, McNuggets and French fries are the most popular choices in Happy Meals.
