McDonald’s has once again captured public attention with a quickfire new campaign celebrating the launch of its ‘Mini Hash Browns,’ coming hot on the heels of the recent McRib announcement.
Teaming up with creative agency Leo Burnett UK, McDonald’s brings a playful twist to breakfast by tracing the new snack’s lineage back to its original Hash Browns.
The campaign, titled ‘Descended from greatness,’ taps into the internet’s fascination with genealogy and ancestry, cleverly suggesting that the beloved breakfast favourite has its very own “family history.”
Tapping into Ancestry and Tradition
McDonald’s marketing team sees the new launch as more than just a product introduction – it’s a tribute to the Hash Brown’s place in the hearts of breakfast lovers everywhere.
If you ask people what makes a McDonald’s breakfast iconic, most would mention the cheeky Hash Brown, stated McDonald’s marketing manager. What’s more, they are thrilled to launch Mini Hash Browns, celebrating this deep-rooted love by exploring their ancestry, tracing back to the OG golden-hued, crunchy McDonald’s Hash Brown.
This lighthearted campaign is inspired by the recent craze for ancestry and DNA testing, which has swept through social media and beyond.
Leo Burnett UK’s creative directors highlighted this cultural moment, noting that while the DNA testing obsession is usually about people, this campaign imagines that the same rules could apply to McDonald’s latest breakfast item.
Campaign Activation Across Multiple Platforms
Designed to run across out-of-home, social media, radio, and digital display, the campaign is more than a simple announcement.
Through a series of humorous activations, McDonald’s and Leo Burnett UK aim to poke fun at the public’s fixation on ancestry, all while emphasising the “illustrious lineage” of Mini Hash Browns.
These activations will highlight how the Mini Hash Browns, descended from greatness, uphold the crunchy, golden standard set by their original, larger counterpart. The campaign’s media planning and buying has been led by OMD UK, ensuring widespread visibility and a splashy launch for this breakfast newcomer.
“Part of the Ultimate Family Tree”
By playing on McDonald’s beloved reputation for breakfast favourites, the campaign injects nostalgia, humour, and a sense of family tradition into the Mini Hash Browns’ release.
As McDonald’s marketing manager put it, this campaign shows just how excited they are that their Mini Hash Browns are part of the ultimate family tree. It’s a playful nod to their deep-rooted appeal and longstanding association with the McDonald’s breakfast menu.
A Tasty Tribute to McDonald’s Hash Brown Legacy
McDonald’s new Mini Hash Browns bring more than just a new option to the menu – they carry on a tradition, honouring the iconic taste and crunch of their predecessor.
With a creative approach that bridges cultural trends with a well-loved product, McDonald’s once again demonstrates its knack for capturing the public’s imagination.
Through ‘Descended from greatness,’ Mini Hash Browns are set to make their own mark on breakfast tables, proving that sometimes, great things really do run in the family.
