McDonald’s takes minimalism a step further by slicing its signature golden arches in half for a new ad campaign that boldly bets on brand recognition.
Having just Marie Kondo’d its entire packaging design last month, the cheeseburger chain is now using just one half of its arches in a series of ads in the United Kingdom. Each ad features a single golden arch lighting up rooms in an otherwise dark house or apartment building with the simple slogan, “We deliver.” There is no mention of “McDonald’s” or its corresponding products anywhere, but the brand hopes onlookers will get the picture. The campaign also takes cues from a previous campaign dished out in the U.K. that featured simple lists of McDonald’s ingredients, such as muffin, egg, burger, bun, and cheese stacked on top of each other for a simple visual effect.
Leaders in Gartner’s Digital IQ Index: Restaurants focused on developing and promoting curbside pickup initiatives as the pandemic made safety a prime concern for consumers. McDonald’s already has a history of highlighting its drive-thru capabilities, so putting a spotlight on its delivery services makes sense as a next step. More than anything, though, the new campaign allows McDonald’s to flex its muscles as an icon not only in its industry, but in the world of marketing.