We realised that certain McDonald’s products are so iconic, customers in the UK know exactly what they are from the ingredient profile alone.

To demonstrate that the most powerful connection customers have to our products are forged in their own mind over time, we created unbranded, text only images with no logo – designed to remind customers of their favourite McDonald’s products.

Each execution featured one of McDonald’s core products (Big Mac, Sausage & Egg McMuffin, Fillet-o-Fish) represented as just a simple list of ingredients. The redacted and graphic nature exudes the confidence McDonald's and its iconic products deserve

We removed all recognisable branding from the ads to allow for the customer to create the link themselves.

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