New Mini Hash Browns: A Tasty Tribute to McDonald's Iconic Classic

McDonald's has long been synonymous with fast food and iconic menu items. Among these, the Hash Brown stands as a beloved classic, its crispy exterior and fluffy interior captivating taste buds worldwide. Now, the fast-food giant has taken a nostalgic journey, introducing the Mini Hash Brown – a diminutive yet mighty descendant of its legendary predecessor.

The Mini Hash Brown's lineage is as intriguing as it is delicious. As the campaign "Descended from Greatness" reveals, this culinary creation is not merely a new addition to the menu; it's a testament to the enduring appeal of the original Hash Brown. The Mini Hash Brown is more than just a snack; it's a family heirloom, a miniature marvel that carries the torch of its ancestor's legacy.

A Campaign Rooted in Nostalgia and Innovation

McDonald's and Leo Burnett UK have crafted a campaign that masterfully blends nostalgia with innovation. By tracing the Mini Hash Brown's ancestry back to the iconic original, the campaign taps into consumers' emotional connection to the brand and its products. The use of genealogy imagery and language adds a playful and engaging dimension to the marketing effort.

The campaign's digital elements, such as the Mini Hash Brown Ancestry Service on TikTok, further enhance its appeal. By allowing consumers to trace their own "Hash Brown" ancestors, McDonald's creates a personalized and interactive experience that encourages engagement and sharing.

The Mini Hash Brown: A Limited-Time Treat

The Mini Hash Brown is not merely a permanent addition to the McDonald's menu; it's a limited-time offering. This strategy creates a sense of urgency and exclusivity, encouraging consumers to try the new item before it's gone. By highlighting the Mini Hash Brown's temporary availability, McDonald's adds an element of excitement and anticipation to the campaign.

In conclusion, the Mini Hash Brown is more than just a tasty snack; it's a symbol of McDonald's commitment to innovation and its ability to tap into the emotional connections that consumers have with its brand. The "Descended from Greatness" campaign is a masterful blend of nostalgia, creativity, and digital marketing, ensuring that the Mini Hash Brown's lineage will be remembered for years to come.

CREDITS  

CAMPAIGN TITLE: ‘Descended from Greatness’

CLIENT: McDonald’s

ADVERTISING AGENCY:  Leo Burnett

CCO: Mark Elwood

EXECUTIVE CREATIVE DIRECTOR: Andrew Long, James Millers

CREATIVE DIRECTOR: James Hodson, Jason Keet

COPYWRITER: Lucy Jones

ART DIRECTOR: Chaz Mather

CREATIVE DIRECTOR OF DESIGN: Dave Allen

DESIGN DIRECTOR: Phil Bosher

DESIGNER: Georgia Glen

MOTION DESIGNER: Matt Slater

PLANNER: Ipeknaz Erel, Alexandra Arnold-Jones, Alisya Rozhan

BUSINESS LEAD: Layla Potter

ACCOUNT TEAM: Bella Bertolotti, Jessica Lyons, Natasha Meisel, Dom Thomas

AGENCY PROJECT MANAGER: Simon Jerome

AGENCY CONTENT PRODUCER: Simon Mana

CONTENT CREATIVE: Rhianna Puddifant

CONTENT EDITOR: Yoshi E.A.

CONTENT PRODUCTION DIRECTOR: Yiani Andrikidis

RADIO PRODUCER: Adam Furman

MEDIA BUYING AGENCY: OMD

McDonald’s Brand Team:

CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare

MARKETING DIRECTOR: Matt Reischauer

HEAD OF MARKETING, FOOD: Ben Sherburn

CONSUMER PR LEAD: Melodie Richards

MARKETING MANAGER: Lucy Johnson

BRAND MANAGER: Josie Thompson-Green

MARKETING EXECUTIVE: Emily Claus