McDonald’s launches new loyalty programme in face of cost of living squeeze

The campaign from Leo Burnett aims to show how McDonalds moments can be even more rewarding

Georgie Moreton

Deputy Editor, BITE Creativebrief


Fans of a big mac will rejoice to know that McDonald’s has unveiled a new loyalty programme ‘MyMcDonald’s Rewards’. For every penny spent at Mcdonald's, the fast food giant will dish out points; points that mean delicious prizes. 

To celebrate the arrival of the reward scheme the brand has launched the new ‘More Rewarding McDonald’s Moments’ campaign highlighting the way the new programme is making every single McDonald’s moment more rewarding.

The campaign film, created by Leo Burnett, tells the emotive story of a trucker, out on the road wanting to be back home with his partner. On his journey, he stops off at various McDonald’s locations collecting points with each purchase. Finally, when he returns back home, he has collected enough points for a McChicken Sandwich which he gifts to his partner as they share a tender moment of reconnection. 

The heartwarming film has been printed on to 35mm Kodak film to give the film a unique, cinematic look with richer colours and a natural grain. The lead character also provides a  soulful soundtrack, singing “Coming Home’ by Leon Bridges where the lyrics give an insight into his emotions around missing home.

To further bring 'More Rewarding McDonald’s Moments' to life and encourage customers to sign up to the new loyalty scheme, McDonald's implemented a CRM campaign led by Armadillo and are running a PR and Social campaign from Ready10 and Oliver which sees TV presenter Rylan lead a ‘Rewards Squad’ of celebrities on a tour of the UK.

Adding value in the wake of the cost of living squeeze

McDonald’s new reward scheme comes at a time when consumers are facing a cost of living crisis on an unprecedented scale. The reward scheme sees the brand help consumers maximise on their spend, adding value in the form of free meals further down the line.

“We are delighted to be bringing MyMcDonald's Rewards to the UK, giving the nation even greater value and more of those rewarding moments that fans of the brand love so much. This campaign epitomises the importance of those little lifts and I cannot wait to see what everyone thinks of it." says Kat Howcroft, Head of Marketing at McDonald’s UK and Ireland.

At a time when consumers are scrutinizing their spend, seeing their money go that bit further creates an affinity with the brand that is supporting them through this difficult time. The uptick in reward schemes is reflective of the tough economic climate where smart brands such as Mcdonald's and Boots (which has adjusted its current scheme to give consumers more instant rewards) are able to craft programmes that are mutually beneficial for both brand and consumer. 

By creating a scheme which reflects the needs of customers, brands are able to drive loyalty and improve brand/consumer relations whilst also giving the brand much sought-after consumer data which can help inform strategical insights to aid customers even further.