The Art of the Famous Order: McDonald’s and Stormzy Craft a Cultural Moment

A great advertisement does not merely sell a product. It sells a feeling. It taps into a universal truth, something innate to every consumer, and magnifies it until it becomes irresistible. McDonald’s, in collaboration with Leo Burnett UK and Red Consultancy, has just done exactly that. Their latest campaign—‘Order Like Stormzy’—is more than a meal promotion; it’s a masterstroke in branding.

A Campaign Built on Truth

The best advertising starts with an insight. What is the one immutable fact McDonald’s understands about its customers? Everyone has their go-to order. It’s not just a meal—it’s a ritual, a personal stamp of identity. Whether you’re a student in Manchester, a mother in Dublin, or a chart-topping musician from South London, you walk into a McDonald’s and instinctively know what you want.

Enter Stormzy. A giant in British culture. A voice of a generation. A man who, despite his stature, is just like the rest of us—someone who loves his McNuggets, fries, and Oreo McFlurry. This is not mere celebrity endorsement; it’s a collision of brand and personality, executed with authenticity. The takeaway? McDonald’s is for everyone, from global icons to everyday customers.

A Commercial with Character

At the heart of this campaign is an arresting, cinematic film directed by Paul Hunter. The story is simple yet brilliant: Stormzy orders his meal, and as the scene unfolds, customers across the UK mirror his choice. But here’s the twist—they speak in his unmistakable deep South London accent. It’s playful, charming, and instantly memorable. It doesn’t sell McDonald’s by telling you it’s great. It sells McDonald’s by showing you it’s part of the fabric of British culture.

Then there’s Alison Steadman, a national treasure, who cheekily reveals that she too loves The Stormzy Meal. Add in a roster of young, emerging content creators championed by Stormzy himself, and suddenly, McDonald’s isn’t just promoting a product—it’s fostering a movement.

Marketing with a Modern Edge

Ogilvy himself might have turned his nose up at the idea of foregoing traditional television advertising. But McDonald’s has masterfully shifted focus, embracing digital-first activations. The interactive Snapchat campaign, which seamlessly integrates McDonald’s into direct messages, transforms a passive audience into engaged participants. A lesson here? The best advertising today doesn’t just tell you something—it invites you to be part of the experience.

The campaign’s OOH visuals are equally striking. No overproduced gloss—just candid, black-and-white shots of Stormzy, lost in the moment, enjoying his meal. This is advertising at its best: simple, arresting, and undeniably cool.

Branding That Transcends Sales

Perhaps the most brilliant move in this campaign is the rebranding of a McDonald’s in Croydon to ‘Big Mikes’—a nod to Stormzy’s roots. In doing so, McDonald’s doesn’t just sell burgers; it sells belonging. For 48 hours, locals get exclusive early access to The Stormzy Meal. Later, an in-person event cements the experience. What does this achieve? It turns a fast-food promotion into a cultural event, making customers feel like insiders rather than just buyers.

The Takeaway for Marketers

If there’s a lesson in this campaign, it’s this: great advertising doesn’t force a message; it amplifies what’s already true. The best brands don’t chase customers; they connect with them by tapping into something genuine. McDonald’s and Stormzy didn’t just create a meal—they created a movement.

And that, as any great advertiser knows, is the secret to enduring success.

Campaign Title: ‘Order Like Stormzy’
Client: McDonald's
Advertising Agency: Leo Burnett
CCO: Mark Elwood
Executive Creative Directors: James Millers, Andrew Long
Creatives: Gina Ramsden, Freya Purnell
Art Director: David Allen
Designer: Charlie Crosthwaite
Social Planning Director: Benjamin Obadia
Senior Comms Planner: Imo Gowen
Project Director: Simon Jerome
Senior Project Manager: Laura Taylor
Managing Partner: Layla Potter
Business Director: Bella Bertolotti
Account Director: Charlotte Crawley
Senior Account Manager: Sian Davidson
Account Manager: Dominic Thomas
Account Executive: Zoe Buchalter

Agency Producer: Helen Choonpicharn

Content Creative: Rhianna Puddifant

Creative Director: Ben Hooper

Mid-weight Content Producer: Simon Mana

Social Media and Community Manager: Shanice Baker

Videographer: Yiani Andrikidis

Social content designer: Cherie Waugh

Media Buying Agency: OMD

PR & Talent Agency: Red Consultancy

Client: McDonald’s

Chief Marketing Officer: Ben Fox

Marketing Director: Matthew Reischauer

Head of Marketing: Chloe Bissell

Marketing Manager: Emma O’Neill

Brand Manager: Emma Pellegrinelli

Campaign Assistant: Abi Campbell

Digital & Social Team:

Marketing Manager: Steph Pullen

Assistant Brand Manager: Samuel Hewitt

Campaign Assistant: Imogen Trower

Social Media Marketing Manager: Ana Saffer

Production Company: PRETTYBIRD UK
Director: Paul Hunter
Managing Director: Emily Rudge
Head of Production: Fiona Bamford-Phillips
Producer: Emma Butterworth
Director of Photography: Alex Barber
Editor: Russell Ike
Post-Production Company: Black Kite
Audio Post-Production Company: Harbor Picture Company
Videographer: Yiani Andrikidis

VFX: Black Kite Studios

VFX Shoot Supervisor: Chris Mortimer

VFX Lead: Ally Burnett

Colourist: George K

Senior Producer: Chloe Ensor

Food Photography

Senior Producer: Nicole Hathaway
Photographer: Rob Billington
Agent: Ola Stelmaszek
Food Styling: Rob Morris, George Stocks
1st Assistant: Jack Storer
Digi Op: Ben Colson
Production Assistant: Annabelle Brown
Runner: Cairo Nevitt

Lifestyle Photography

Senior Producer: Nicole Hathaway
Photographer: Will Douglas
Agents: Kay Edwards, Madeliene Penny
Food Stylist: Elaine Ngan
Lighting and Digi: Sam Court
Lighting Assistant: Abdullahi Ali Aden
Assistant: Oscar Skinner

Organic Social Team

Content Creative: Rhianna Puddifant
Creative Director: Ben Hooper
Mid-weight Content Producer: Simon Mana
Social Media & Community Manager: Shanice Baker
Videographer: Yiani Andrikidis

Media: OMD

Business Director: Emma Gilmore

Strategy Director: Josh Deane

Associate Director: Holly Rosier

Account Manager: Eddie Fisher

Account Manager: Reilly Sadowski-Synnott

PR & Talent Agency

Managing Director: Barbara Watson

Senior Consultant: Georgie Chapman

Director: Sam Ellis

Associate Director: Liv Britton

Linney