Leo Burnett and McDonald's "Actually Get Your Money’s Worth" campaign

In today’s economy, where inflation looms large and every penny counts, McDonald's and advertising agency Leo Burnett have reintroduced a refreshed Saver Menu with a message that resonates with value-conscious consumers: “Actually Get Your Money’s Worth.” Designed to highlight affordable menu options through humor and relatability, the campaign introduces new products and a set of entertaining, tongue-in-cheek ads that underscore McDonald’s commitment to providing satisfying, budget-friendly options for customers across the UK and Ireland.

A Humorous Take on True Value

At the heart of this campaign is a playful approach that humorously contrasts the tangible, fulfilling value of McDonald’s Saver Menu with other, often fleeting, low-cost purchases. One of the campaign's standout moments is the debut of the £2.49 Chili Double Cheeseburger ad, which compares the enjoyment of this robust menu item with £2.49 worth of a fireworks display—a fleeting yet entertaining spectacle, sure, but one that can’t quite match the taste and satisfaction of a freshly prepared, affordable cheeseburger. This creative angle leverages familiar experiences to drive home a simple yet powerful message: real value leaves you feeling satisfied, not short-changed.

Clever Scenarios Highlighting Real-World Choices

Following this launch, McDonald's will release three additional short films that expand on the theme of “value that satisfies.” These ads present exaggerated, humorous situations in which people pay for partially satisfying experiences—a short-lived theme park ride or a hurried driving lesson, for instance—to drive home the idea that McDonald's offers true, lasting value with every Saver Menu item. This playful approach connects with audiences by acknowledging everyday choices that people make, and by highlighting the choices they may not feel great about in hindsight. Each ad reinforces the core campaign theme, building anticipation and visibility for the Saver Menu’s relaunch.

Extensive Campaign Reach Across Media Channels

The “Actually Get Your Money’s Worth” campaign is backed by a comprehensive media strategy that spans TV, out-of-home (OOH), social media, press, radio, and digital platforms, running well into 2025. Leo Burnett and McDonald's have crafted a multilayered rollout that ensures broad reach and maximizes audience touchpoints. By partnering with popular UK television shows like The Great British Bake Off and I’m a Celebrity…Get Me Out of Here!, McDonald's integrates the campaign into beloved, familiar viewing moments, reaching consumers where they’re already engaged.

On the OOH front, McDonald’s will roll out its largest digital out-of-home (DOOH) display to date on November 7th, showcasing Saver Menu offers across 2,500+ digital panels nationwide. These high-visibility placements, including D6s, D48s, and larger formats, bring the campaign message to prominent urban locations, ensuring that the Saver Menu has a powerful, lasting impact across high-traffic areas.

Building Brand Affinity Through Press and Social Engagement

The relaunch will also make use of strategic press placements in publications like Metro and The Sun, reaching an expansive readership with messaging that reinforces McDonald’s as the accessible, go-to choice for great-tasting, affordable food. Meanwhile, the campaign’s PR initiative will emphasize the introduction of the Chili Double Cheeseburger, drawing attention to this exciting new addition through a mix of influencer partnerships and media engagement efforts. These press and social elements will add depth to the campaign’s story, reaching consumers through channels they trust while highlighting McDonald's as a brand that consistently delivers on its value promise.

A Timely Update to a Classic Message

The campaign draws on McDonald’s well-established creative platform, "Like Getting Your Money’s Worth," which has anchored the brand’s messaging for over a decade. With its focus on customer satisfaction and real value, the platform has proven to be both adaptable and relevant, evolving to meet the shifting priorities of McDonald's customer base over the years. Today’s updated messaging speaks directly to a population increasingly aware of their spending and eager for assurances that their money is well spent.

As Lucy Johnson, Marketing Manager for McDonald's UK & Ireland, remarks, “We know people are looking for value, now more than ever. This campaign is all about showcasing the brilliant value for money the McDonald’s Saver Menu offers customers in a fresh, comedic way.” The latest iteration of the campaign, then, is not merely about affordability but about providing a meaningful, enjoyable experience at an accessible price point—a compelling approach in an era when value is paramount.

A Brand that Understands Its Audience

Leo Burnett and McDonald’s “Actually Get Your Money’s Worth” campaign is a clever response to the needs of a value-driven consumer landscape. By using humor, relatability, and a strategic media push, the campaign communicates that McDonald’s understands the balancing act consumers face today. With its combination of accessible messaging and real value, McDonald’s not only promises a satisfying meal but demonstrates a commitment to connecting with its audience on a practical, human level—showing that, sometimes, you really can get more than you paid for.

CREDITS

CAMPAIGN TITLE: Actually Get your money’s worth

CLIENT: McDonald’s

ADVERTISING AGENCY: Leo Burnett

CCO: Mark Elwood

EXECUTIVE CREATIVE DIRECTORS: Andrew Long, James Millers

CREATIVE DIRECTORS: James Hodson, Jason Keet

SENIOR COPYWRITER: Helen Rogerson

SENIOR ART DIRECTOR: Owen Hunter Jenkins

CREATIVE DIRECTOR DESIGN: David Allen

DEPUTY CSO: Tom Sussman

PLANNING DIRECTOR: Ipeknaz Erel