McDonald's Revives Minimalist Drawings to Promote Delivery

McDonald’s is continuing a history of using minimalism and iconography within its marketing. To promote its delivery service, the brand has once again turned to simplicity for its latest poster advertising campaign that sees "location pins" integrated within the illustrations of the fast-food company’s iconic menu items. The U.K.-focused OOH campaign from Leo Burnett London promotes the “McDelivery” service featuring illustrations using the brand’s color palette with an integrated location pin within images of a Big Mac, a gherkin, a strawberry milkshake and fries alongside the statement “we deliver.” Illustrations present a burger and a gherkin with the McDonald's pin contained within. The campaign heralds back to other recent poster campaigns that have used brand iconography to promote McDonald's services, with one campaign in Germany, released in 2019 titled “Iconic Days,” devised for Instagram Stories. The precursor in the U.K. to this campaign was released last year in which posters featured images of the menu items that were heavily pixilated but still clearly recognizable. Effective simplicity In a statement, Steve Howells, director of marketing and media for McDonald’s, described the delivery service as “a key pillar of our business.” He added: “With this 'Pins' campaign, we are reminding our customers that they can enjoy their favorite McDonald’s products wherever they are thanks to McDelivery.” The familiar visuals featuring a ketchup dip and a milkshake. Media planning and buying for the campaign, which consists of four iterations, has been handled by OMD. Explaining the creative concept, Mark Elwood, executive creative director for Leo Burnett London, said, “The iconicity of McDonald’s distinct brand assets built up over decades is unrivaled. It’s proving catnip to our creative departments craft instincts, playing around with minimal branding to still deliver some truly iconic work.” Elsewhere, having pulled out of Russia due to the country’s invasion of Ukraine, the replacement logo which will appear over former McDonald’s restaurants across the country has been revealed, with another minimalistic illustration that appears to feature a burger and two single fries. The Russian logo for the replacement of McDonald's According to a report on Al Jazeera, the green background for the branding is said to represent the quality of products and services the new chain will offer. CREDITS: Campaign: McDelivery Pins Client: McDonald’s Head of Marketing: Media, Channels and Performance: Kat HowcroftMarketing Manager: Emma Helden Senior Brand Manager: Gemma Troup Marketing Executive: Joe Light Campaign Assistant: Eleanor Rogers Advertising Agency: Leo Burnett Global Chief Creative Officer: Chaka Sobhani Executive Creative Director: Mark ElwoodCreative Directors: Andrew Long, James MillersCreative/Art Director: Joe MillerArt Director/Illustrator: David AllenDesigner: Cat BurrellBusiness Director: Steph BatesAccount Director: Rebecca DickensSenior Account Manager: Alice PaveyAccount Manager: Elspeth AllenProducer/ Project Director: Siobhan Mulcahy McDonald’s Explores the Emotions of Customers Using its Delivery Service

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McDonald's Brings Back Its Minimalistic Drawings to Promote Delivery Service

This latest campaign features a digital location pin drop integrated within the posters' illustrations

Stephen Lepitak

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Stephen Lepitak