# Fast Food-Inspired Beachy Campaigns Leo Burnett Italia Unveils a New Summery McDonald's Campaign By Amy Duong | Published 2023-08-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/leo-burnett-italia References: [designtaxi](https://designtaxi.com/news/424597/McDonald-s-Tucks-Into-Summer-Fun-With-Pool-Ready-Icons/) & [leoburnett.it](https://www.leoburnett.it/work/8design/enjoy-summer-post/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  [McDonald's](https://www.trendhunter.com/trends/mcdonalds-campaign-1) in Italy unveils its latest campaign that highlights some of its signature menu items and logo in a beachy theme with the help of advertising agency Leo Burnett Italia. The [summery visuals](https://www.trendhunter.com/trends/let-your-summer-side-out) see the brand's cheeseburger reimagined as a set of swimming floats or the sand bucket and shovel representing the carton of french fries. The parasols detailed ith polka-dots are also meant to represent the look of buns topped with sesame seeds. Additionally, the brand has more fun by imagining the Golden Arches as a pair of flip flops or condiments over fries in the form of red and yellow towels over some floaties. Beach balls that are around a whirlpool come together to replicate a [McFlurry](https://www.trendhunter.com/trends/devoured-campaign). Image Credit: Leo Burnett Italia ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 87% | Activity: 82% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### What's Driving This Trend - **Beachy-themed Campaigns:** A trend in fast food advertising is the use of beach-themed visuals to promote menu items and create a summery atmosphere. - **Reimagining Food as Beach Accessories:** Innovative brands are using imaginative visuals, such as transforming cheeseburgers into swimming floats and french fry cartons into sand buckets, to engage with consumers in a playful way. - **Iconic Brand Elements as Beach Props:** An emerging trend is the use of iconic brand elements, like the Golden Arches, flip flops, and towels, to create a cohesive beach-themed campaign that resonates with consumers. ### Who This Affects Most - **Fast Food Advertising:** Fast food chains can leverage beach-inspired imagery and imaginative visuals to create captivating campaigns that stand out in the crowded advertising landscape. - **Advertising Agencies:** Advertising agencies specializing in food and beverage clients have an opportunity to develop creative beach-themed campaigns that transform traditional menu items into engaging beach accessories. - **Branding and Marketing:** Branding and marketing professionals can explore the use of iconic brand elements in beach-inspired campaigns to reinforce brand identity and connect with consumers on an emotional level. ## Related on Trend Hunter - [QSR Summer Pop-Ups](https://www.trendhunter.com/trends/mcdonalds-mexico.md) - [Nostalgic Fast Food Campaigns](https://www.trendhunter.com/trends/cheeky-maccas.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md) - [QSR Burger Chain Campaigns](https://www.trendhunter.com/trends/whopper-island.md) - [Multifunctional Cardboard QSR Packaging](https://www.trendhunter.com/trends/the-tablebag.md)