McDonald's rolls out 'crowdsourced' burgers

McDonald's: kicked off a marketing campaign for 'My Burger'
McDonald's: kicked off a marketing campaign for 'My Burger'

McDonald's has introduced 'crowdsourced' burgers across its menus today, kicking off its My Burger campaign with a TV and digital ad.

From today, the first of five burgers created by members of the public will go on sale at McDonald’s restaurants as part of its nationwide My Burger campaign.

The fast food restaurant has unveiled five winning burgers designed by members of the public and launched the campaign with a TV ad by Leo Burnett last night. It will run until Saturday 15th November alongside digital and radio advertising. Display advertising will run across Facebook, Yahoo, Skype, YouTube, WeTransfer and MSN.  A partnership with KISS FM also aims to drive "excitement" around the new burgers.

The burgers go on sale today across 1,200 McDonald’s stores, following a competition that gave people the opportunity to design their "dream beef burger". The fast-food chain received 98,000 and out of the top 11 as voted for by the public, five were chosen by a judging panel that included Phil Vickery and Mark Hawthorne, managing director, McDonald’s UK. They will be on sale until 18th November.

The winning recipes are 'The Big Uno', 'The Sweet Chilli Fiesta', 'The Ultimate Supreme', 'The Big Spicy Bacon' and 'The McPizza Pepperoni Burger'.

"This is the first time we have given our UK customers the unique opportunity to design their own beef burger, for the chance to appear on our world-famous menu," Alistair Macrow, senior vice president, CMO, McDonald’s UK said.

"We have been overwhelmed by the public’s response. The five burgers that have made it onto our menus look and taste fantastic and I hope our customers will enjoy trying them out too."

  • Big Uno - Tammy Rose
  • Sweet Chilli Fiesta - Harry Lloyd
  • The Ultimate Supreme - David Wright
  • slideshow
  • Big Spicy Bacon - Luke Watson
Big Uno - Tammy Rose1 Sweet Chilli Fiesta - Harry Lloyd2 The Ultimate Supreme - David Wright3 McPizza Pepperoni - Charlotte Butcher4 Big Spicy Bacon - Luke Watson5

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