'One’s Lovin’ It’

As the country gets set for the Queen’s Platinum Jubilee McDonald’s unveils a temporary new slogan

Nicola Kemp

Editorial Director Creativebrief


‘One’s Lovin’ It’; McDonald’s tongue in check new slogan to celebrate the Queens Platinum Jubilee Pageant, is a playful way to highlight the brand’s role as an official partner of the pageant. 

The regal campaign to honour the Queen’s 70 years of service and has been led by Ready10 in partnership with Leo Burnett. 

The temporary new slogan aligns the brand with this historic shared cultural moment in a humorous way. The Royal Philharmonic Orchestra who have recorded a special Sting jingle to accompany the campaign, which kicks off today (30 May). 

The new slogan and jingle will run across TV channels and outdoor sites over the course of the Jubilee Bank Holiday weekend. Leo Burnett has also developed exclusive, commemorative recreations of their iconic product packaging, which McDonald’s will give away to 70 lucky winners.

The bespoke sets are limited edition, hand-modelled and glaze-finished bone china recreations of the iconic fries sleeve, the famous milkshake cup and the burger clamshell. Playing on the boom in sales of royal memorabilia ushered in by the Jubilee. 

This royal memorabilia will be given away as prizes in a competition hosted on the McDonald’s app. Customers will also be able to use the app to claim exclusive Jubilee themed McDelivery offers in partnership with the Together Coalition’s Big Jubilee Lunch.

Organic social will also support the campaign on McDonald’s own channels, developed by OLIVER, and the campaign will be brought to life in CRM by Armadillo with media buying by OMD.

Louise Page, Head of Consumer Communications and Partnerships at McDonald’s UK & Ireland said: “The whole country is looking forward to coming together to celebrate this week and I am thrilled that we are joining the party, in a very McDonald’s way. We are delighted to bring fun and great value to our customers whilst taking part in this national celebration, simply by playing with our own iconic branding.

Mark Elwood, Executive Creative Director at Leo Burnett London, added: “With the nation preparing to celebrate the Jubilee, there’s always huge public demand for merchandise - so what better way to make McDonald’s part of that moment. One’s lovin’ it.”

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