Leo UK puts sauces at heart of McDonald's campaign

Alongside the campaign, McDonald's has introduced a limited-time Hot Honey range

Leo UK has launched Here for the Sauce, a campaign for McDonald's UK and Ireland that places the brand's dipping sauces at the centre of its marketing activity while supporting the introduction of three limited-time flavours.

Running for six weeks across social media, creator content, television, out-of-home, radio, live activations and CRM, the campaign coincides with the launch of Korean BBQ, Ranch and Hot Honey sauces.

Campaign draws on fan behaviour

The campaign is based on customer behaviours surrounding McDonald's sauces, with social content highlighting habits such as collecting sauce pots and saving them for later use. It also encourages customer participation through social-led activations, including the Sweet Curry Suitcase, a limited-edition suitcase inspired by fans who take McDonald's sauce with them when travelling.

Content creator Luke Hamnett features in campaign content showcasing the suitcase, while The Sauce Stop live activation gives visitors an interactive experience focused entirely on McDonald's sauces.

TV and outdoor focus on dipping sauces

The campaign includes five television adverts featuring the voice of Stephen Graham. In each spot, the focus repeatedly shifts from the food to the sauces through a series of visual techniques, reflecting the campaign's central creative idea.

The outdoor campaign places the sauces at the centre of the creative, while radio spots continue the theme by portraying Stephen Graham as an enthusiastic sauce fan.

Hot Honey range takes centre stage

Alongside the campaign, McDonald's has introduced a limited-time Hot Honey range. In addition to the dipping sauce, the flavour features in the Hot Honey McCrispy, Hot Honey Sausage & Egg McMuffin, Double Hot Honey Sausage & Egg McMuffin and Hot Honey Mini McFlurry.

James Hodson, Creative Director, Leo UK: "Whenever I go to McDonald’s, I always think: should I get some food with my sauce? And I am not alone. This campaign is all about letting fans participate in their shared love of sauces, giving them the platform to co-create with the brand. It’s a big idea that’s poured across every possible channel and touchpoint, like sauce over McNuggets.”

Hannah Pain, Marketing Director, McDonald’s UK: "McDonald’s fans have always had a special relationship with our sauces – for some, they’re the best part of the order. With Korean BBQ, Ranch and Hot Honey joining the line-up, this felt like the perfect moment to put sauces centre stage and celebrate a part of the McDonald’s experience our customers really love. For fans who can’t get enough of Hot Honey, they’ll find it popping up across a selection of menu favourites for a limited time this summer too.”

The campaign was developed by Leo UK. Media planning and buying was handled by OMD, while Red Consultancy managed PR, events and influencer activity. Production was led by DROOL.