McDonald's UK strays away from the typical fast food formula of ad campaigns for something a little more fun and quirky. As though inspired by a Wes Anderson film, it delves into the concern regarding the quality of beef used for burgers -- a type of riddle worthy of such an esteemed comparison.
With the help of Leo Burnett UK, McDonald's UK follows a nine-and-a-quarter-year-old girl called Laura, who believes that the Golden Arches serves unhealthy beef patties. Yet, as Design Taxi writes, "In comes butcher Ted, who challenges this delusion by showing Laura and her mother, Beth, what makes an excellent McDonald’s beef patty." He notes McDonald's UK burger tastes good not because of what's added, but because of what's not used.
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