McDonald's Launches Weather-Reactive OOH Campaign

27th April 2018

McDonald’s has launched a national digital Out of Home campaign that uses MET Office real-time data to bring to life April’s unpredictable weather conditions.

In order to take part in Britain’s favourite topic of conversation, Leo Burnett London turned the McDonald’s menu into weather icons to represent the live temperature and 5-day forecasts.

For example, an unwrapped burger represents the sun, while an upturned box of fries signifies rain. There are eight different icons to show how volatile April weather can be.

The campaign was planned and booked by OMD and Talon and produced by Grand Visual. Dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop.

Hannah Pain, Senior Brand Manager at McDonald’s said: “We are very excited to be using some of our most loved products to join in the very topical April weather conversation.”

Ben Newman, Creative at Leo Burnett London added: “Don’t trust the weatherman.  This April, McDonald’s has got you covered.”