McDonald’s UK has unveiled a new advertising campaign titled “A Little More Mmm,” shining a spotlight on enhancements made to some of its beloved menu staples, including the Big Mac, Quarter Pounder with Cheese, and Double Cheeseburger, which take center stage as the hero beef products.

Crafted by Leo Burnett, the commercial features a group of friends enjoying a meal together at a McDonald’s restaurant. One of them remarks on the improved taste of their hamburgers, prompting the protagonist, savoring a Quarter Pounder with Cheese, to struggle to articulate his satisfaction, ultimately expressing it with a heartfelt “Mmmm.” His enthusiastic response turns into an operatic homage to the enhanced flavor, moving another customer to tears. Concluding the scene, a woman in the group affirms the burgers’ quality, while the voiceover emphasizes, “The classics – Now a little more Mmm.”

This marks a historic moment for McDonald’s, as it’s the first time the brand has updated its iconic burgers. Enhancements include juicier 100% British and Irish beef patties, onions grilled for added flavor in the Big Mac and Double Cheeseburger, toastier buns, and hotter serving temperatures for even more melt-in-your-mouth cheese.

The comprehensive multi-channel campaign, managed by OMD UK, encompasses TV, cinema, out-of-home (OOH), print, social media, radio, and digital platforms, ensuring that “A Little More Mmm” is impossible to miss across all customer touchpoints.