McDonald's awards Leo Burnett McDelivery ad task

McDonald's has handed its $100m (£77m) global advertising account for the new McDelivery home-ordering service to Leo Burnett London after a pitch involving roster agencies.

McDelivery has now begun testing in the UK, following a deal struck with the UberEats app earlier this year. The service was rolled out across 3,500 McDonald’s restaurants in the US via the app last week.

Leo Burnett beat We Are Unlimited, the dedicated Omnicom agency for McDonald’s in the US, and DDB Sydney to the brief. A global marketing push will start on 26 July and run across TV, out-of-home, direct mail, digital, social media and press.

Leo Burnett’s brief is to bring to life the functional and emotional benefit of McDelivery with creative that will run across international markets.

One hundred and sixty UK restaurants, including most London outlets, are likely to offer McDelivery by the time the campaign launches, rising to approximately 350 by September.

McDonald’s plans to roll out the service across 12 more countries.

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