The current, British McDoanld’s ad campaign, Taste of America, is here and now. If you are a regular McDonald’s customer, you could in five week’s time, beginning May 5, taste five hamburgers that will introduce you to regional tastes in the United States.
As an American living in London, I am always curious about cultural differences. How do we see them? How do they see us? How close are the perceptions to reality? Is there any one reality? How does my appearance or behavior match British perceptions of Americans in general?
I only regret that as usual, I am a day late and a dollar short. Having just learned about this ad campaign designed to “bring the Tast of America to Britain,” I have already missed two weeks – or… two tastes. It was the billboards that caught my eye. I took a photo and then I went to www.campaignlive.co.uk/news to learn more. The video was helpful because I had not caught McDonald’s 30-second ads on TV.
The “hook,” (I don’t know… whatever the advertising term is that gets your attention) is to show iconic American images against a British backdrop. For example, one ad shows a Mardi Gras parade partying their way up though a quiet, British suburb. Another ad features some tan and sexy surfing bodies splashing through a toddlers’ paddling pool.
The campaign whets your appetite for contrast- an American regional burger against bangers and mash? The work of Leo Burnett, the campaign is really clever – playing as it does on perceptions on both sides of the great divide.
I can hardly wait to see what’s on-offer today. I’m off to join a girl friend. We are women who lunch. Today we lunch at the Archway McDonalds where we’ll check out the burger of the week.
A review will follow. Stay tuned for my take on American regional cooking.