# Minimalist Menu Branding McDonald's Picto Ad Campaign Showcases Its Big 6 Items With Iconic Images By Alyson Wyers | Published 2014-05-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-picto References: [designtaxi](http://designtaxi.com/news/365828/McDonald-s-Unveils-New-Minimalistic-Ad-Campaign/) & [youtu.be](http://youtu.be/OFu4cN7Df-8) The golden arched fast food chain is jumping on the minimalism trend with the [McDonald's](https://www.trendhunter.com/trends/leo-burnett-italia) Picto ads. Designed and conceived by creative agency [TBWA](https://www.trendhunter.com/trends/balloon-product-test)/[Paris](https://www.trendhunter.com/trends/all-black-everything), the campaign showcases the McDonald's menu 'Big 6' items. The Big Mac, fries, hot fudge sundae, Filet-O-Fish, chicken McNuggets and Quarter Pounder with Cheese are all represented in pictogram form on a white background. A small gold 'M' logo is also apparent. In addition to the McDonald's Picto posters, an accompanying commercial advertisement also exists. At one point in the commercial, a group of young people can be seen wearing t-shirts with a different McDonald's Big 6 menu item and eating the corresponding food. This unique and modern branding follows on the heels of a previous McDonald's ad campaign, 'Unbranded,' where items from the McDonald's menu were photographed up close without any additional branding. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 31% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Minimalist Advertising:** Opportunity for brands to simplify their advertising campaigns by using iconic images instead of detailed representations. - **Pictogram Design:** Potential for incorporating pictograms into marketing materials to create a visually appealing and recognizable brand identity. - **Unbranded Marketing:** Innovation opportunity for brands to experiment with unbranded campaigns that focus on the product itself, enhancing its appeal. ### Industries Being Reshaped - **Fast Food:** Potential for fast food chains to adopt minimalist menu branding strategies to showcase their core menu items effectively. - **Creative Agencies:** Opportunity for creative agencies to offer pictogram design services and create visually striking campaigns for their clients. - **Apparel and Merchandise:** Potential for apparel brands to collaborate with food chains and create merchandise featuring pictograms of popular menu items. ## Related on Trend Hunter - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Minimalist QSR Packaging Designs](https://www.trendhunter.com/trends/mcdonalds-japan-packaging.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.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) - [Retro QSR Meal Revivals](https://www.trendhunter.com/trends/mcdonaldland.md) - [Nordic QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-8.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md)