Fast food has not traditionally been the place to find what many would deem to be ‘quality’ ingredients. The history of the term itself brings to mind quick, easy, cheap, on the go meals the quality of which was not paramount to the enjoyment.

But today’s consumers are demanding transparency from brands they choose to buy from, especially from those that may have previously not been partial to trust. McDonald’s latest campaign from Leo Burnett aims to address the issue of quality of ingredients with an integrated campaign ‘Just Like McDonald’s.’

Two 40-second videos highlight how the quality of ingredients in McDonald’s food are comparable to those you’d get in a high end restaurant or supermarket. In one we see a man in a shop which stocks 17 types of granola and provides him with a wicker basket in which he can put his free range eggs; in the other a woman is paused before taking a bite of her beef burger and transported to a fancy restaurant.

The campaign is a step away from McDonald’s positioning of old which saw them defend their products and bust myths about their ingredients. The new ads harness a confidence and a pride in the product that the brand want to translate to their consumers. OOH ads will target consumers on their way to the supermarket while social posts poke fun at foodie influencers.

A 2019 report from think tank Credos found that advertisers fall behind bankers and politicians when it comes to winning people’s trust. Campaigns like this from McDonald’s address the issue in a bold, lighthearted way, aiming to change consumers’ mindsets and demonstrate the quality of their product.