McDonald’s has launched a new campaign celebrating the arrival of international menu items to the UK, one of the first major pieces of work from the brand since new rules around advertising ‘less healthy foods’ came into play.

Created with agency Leo UK, ‘World Menu Heist’ introduces eight new products from other McDonald’s markets, including the Pineapple McSpicy from Australia and Garlic and Black Pepper Nuggets from Japan.

Four of the world menu items are classed as ‘less healthy’ food or drink (LHF) products. This means that McDonald’s will be limited in how it can advertise these products. New rules which came into effect from 1 October mean LHF products can no longer be shown in online advertising or on TV pre-watershed.

Playing on the idea these menu items are so coveted by UK consumers that it warrants a heist, the World Menu Heist campaign spans cinema, TV, VOD, OOH, social, radio, digital audio and CRM channels, such as the McDonald’s app.

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They are three phrases to the campaign – ‘Plan, Execute and Getaway’. The first ‘plan’ phase was launched at the beginning of the month with exclusive tasting events for “close friends” and influencers. Last week, McDonald’s released CCTV style footage teasing “mysterious cargo” via an editorial partnership with LADBible. 

This first phase consisted largely of events, editorial partnerships and teasers without showing actual product, meaning little of the content would have fallen under LHF restrictions.

The brand is today (22 October) moving into the second stage of the campaign, “execute”, revealing the menu in full. The campaign is led by a 60-second advert dramatising the “heist” in the style of an action film.

Many of the channels where the ad will appear fall under LHF restrictions, including TV, VOD and paid social and digital channels. McDonald’s has created shorter 30- and 10-second versions of the ad, containing only non-LHF products, which will run before the watershed at 9pm. There is also a post-watershed 30-second version of the ad which will run on TV.

Given depictions of around half of the limited-edition range will be restricted, McDonald’s is leaning on other channels that sit outside the new rules. For example, the brand is utilising out-of-home advertising featuring imagery of the new limited-edition menu items. These ads link back to the films, with captions talking about the “capture” of the items.

Marking the closing chapter of the campaign, the final “getaway” phase (running from 17 to 25 November) will warn consumers the end of the limited-edition menu is coming. Digital OOH sites will switch to countdowns and warnings, while app, CRM and social content will urge fans to move fast before the products vanish for good.

As one of the biggest brands in the UK impacted by the LHF rules, how McDonald’s advertises going forward – particularly on more product-led work – will be of great interest to the wider industry. Many brands will be watching the World Menu Heist campaign closely.