“One’s lovin’ it”, our creative response for McDonald’s sponsorship of the Platinum Jubilee, began as a PR idea and ended as a multi-channel campaign across TV, press, outdoor, CRM, social, and in-store, capturing the PR narrative and delivering record-breaking results.
Our insight-led approach stemmed from McDonald’s iconic brand marks.
Everyone’s familiar with the tagline “I’m lovin’ it”, but we thought if the royals were enjoying a Maccies they wouldn’t say that. They’d say: “One’s lovin’ it”.
This regal twist on the iconic brand marks was the central creative theme through every activation, including a re-recording of the iconic jingle with the Royal Philharmonic Orchestra.
97% message penetration of x4 messages in 300+ pieces earned PR coverage
Earned coverage delivered +377% increase in deal redemptions
144k competition entries via app in first 36 hours
1.63m impressions across owned social
McDelivery end frames replaced with “one’s lovin’ it” & the jingle in all TV ads over six days
