The Gherkin Transfer: Leo Burnett UK Spotlights Fan Rituals in ‘Only at McDonald’s’ Campaign

LONDON - Have you ever dipped a fry into someone else’s strawberry milkshake without asking? Or passed on a gherkin to a friend who inexplicably loves them? These everyday, unspoken rituals—quirky, universal, and oddly comforting—are now the stars of McDonald’s new global campaign: Only at McDonald’s. And if you thought you were the only one doing it, think again.

Developed by Leo Burnett UK, this isn’t just another glossy ode to burgers and fries. Instead, the campaign takes an anthropological lens to McDonald’s, celebrating the ways people interact with its products rather than just eat them. Think sneaking fries off a friend’s tray (Fries Eyes) or turning your lap into a makeshift table during a commute home (The Makeshift Table). These aren’t aspirational moments; they’re real, relatable, and deeply human.

But while the campaign deserves praise for its simplicity and insight, it’s worth asking: does it truly break new ground, or is it just clever packaging of behaviours we’ve all long known?

Observing Consumer Behaviour: Smart or Just Obvious?

The campaign draws heavily on ethnography—the art of watching customers in their natural environments to uncover insights that they themselves might not articulate. McDonald’s has always been a brand built on cultural relevance, but this campaign leans even further into its role as a fixture in everyday life.

Andrew Long and James Millers, Executive Creative Directors at Leo Burnett UK, explain it best: “The thing that makes McDonald’s delicious food truly iconic is all the little rituals that go alongside it. Whether that’s eating melty cheese from the wrapper or transferring gherkins to a mate, this campaign highlights those moments of magic that only happen at McDonald’s, in a way everyone can relate to.” That relatability is the campaign’s strength. It positions McDonald’s not as an occasional indulgence but as a part of the rhythm of daily life.

Simplicity as a Creative Strategy

Where the campaign does stand out is in its execution. Only at McDonald’s strips back the excess, letting the quirks and rituals take centre stage. The minimalist visual style—clean, observational, and refreshingly restrained—conveys quiet confidence. McDonald’s knows it doesn’t need to shout to be heard.

Take The Makeshift Table. Shot in third person, it feels almost voyeuristic, as if a fellow commuter captured the scene on their phone. We've all been there. There’s no contrived storyline or polished aesthetic—just a tired passenger balancing a Big Mac on their lap after a long day. It’s an authentic, relatable snapshot of life, and it works precisely because it doesn’t try too hard.

Then there’s The Gherkin Transfer. A double-billboard featuring a pickle mid-air between two hands is as simple as it is clever, a playful nod to an oddly specific but undeniably universal behaviour. And the decision to run digital out-of-home ads only at night? A smart touch that taps into the post-pub McDonald’s ritual without ever having to say it out loud.

Still, this level of simplicity requires restraint—and trust between client and agency. Not every brand can pull off a campaign that relies on such subtlety without over-explaining itself.

Media Planning That Matches the Insight

The campaign’s media strategy, led by OMD UK, is as thoughtful as the creative itself. By selecting formats that amplify specific behaviours, such as large-format outdoor for The Gherkin Transfer or night-specific placements for late-night rituals, the media buys mirror the relatability of the creative.

This level of detail reflects a clear understanding of McDonald’s audience and their behaviours. However, it’s worth noting that this approach isn’t without risk. Simplicity relies heavily on consumers recognising these rituals without needing much explanation. For the UK market, this campaign certainly hits the mark.

Lessons for Brand Leaders

Only at McDonald’s is a case study in how brands can leverage cultural insight to create campaigns that feel personal yet universal. For me, there are four key takeaways to consider:

1. Understand Your Role in Customers’ Lives
   McDonald’s succeeds here because it (again) isn’t selling the food—it’s selling the role the food plays in everyday life. Ethnography helps uncover these truths, but the trick is turning them into campaigns that feel effortless.
2. Don’t Overcomplicate It
   The campaign’s simplicity is its strength. Minimalist visuals and subtle humour allow the audience to see themselves in the work. For brands tempted to pile on messaging, this is a reminder: less is often more.
3. Align Creative With Media Strategy
   The media placements elevate the creative by amplifying its relatability. For example, night-time ads and large-format outdoor aren’t just clever—they’re contextually relevant to the behaviours they highlight.
4. Be Ready to Adapt
   While these rituals feel universal, they’re not necessarily global. McDonald’s will need to ensure its execution resonates across diverse markets without losing its core insight.

A Cultural Snapshot or Clever Packaging?

McDonald’s and Leo Burnett UK have undeniably created a campaign that feels fresh, relatable, and charming. But let’s not pretend the insight itself is revolutionary. The brilliance here lies in how the obvious has been reframed and amplified into something that feels iconic.

As this campaign evolves through 2025, its success will depend on whether it can continue to uncover new “fan truths” that resonate as strongly as these first iterations. Because while swapping gherkins and sneaking fries make for great headlines, the real magic lies in finding the next moment of cultural connection.

So, the next time you dip a fry into someone’s milkshake, remember: it’s not just a habit—it’s a cultural phenomenon. And McDonald’s has turned it into something worth celebrating.

Credits:

Campaign Title: Only at McDonalds
Client: McDonald’s
Advertising Agency: Leo Burnett UK
CCO: Mark Elwood
Executive Creative Directors: Andrew Long and James Millers
Creative Directors: James Hodson and Jason Keet
Senior Creative: Alice Pearce
Creative Director of Design: David Allen
Senior Designer: Gurcan Ergur
Deputy CSO: Tom Sussman
Planning Director: Ipeknaz Erel
Senior Comms Strategist: Imo Gowen
Social Planning Director: Benjamin Obadia
Managing Partner: Layla Potter
Business Director: Jay Perry
Account Director: Lauren Murphy
Senior Account Manager: Natasha Cawley
Account Manager: Brittony Kelly
Account Executive: Elizabeth Makinde
Head of Project Management: Emily Patterson
Lead Project Director: Siobhan Mulcahy
Project Manager: Adrienne Lindeque
Agency Senior Producer: Peter Williams

Media Agency: OMD
Media Account Team: Ellie Start, Stephanie Holman, and Lewis Michael
Media Strategy: Chris Mitchwell

Production Company: Academy
Director: Billy Boyd Cape
Executive Producer: Darapen Vongsa-Nga
Producer: Steve Overs
Production Manager: Lexi Kiddo

Edit: TenThree
Editor: Billy Mead and Greg Jennings
Edit Assistant: Merel Schuurman
Producer: Rachel Goodger

Post-Production Company: Black Kite
VFX Shoot Supervisor: Pete Atack
VFX Lead: Marcus Moffatt
Colourist: Tom Mangham
Executive Producer: Hannah Ruddleston
Senior Producer: Chloe Ensor

Audio Post-Production Company: Factory
Music Supervision: Wake The Town
Sound Engineer: Jack Hallett
Producer: Ciara Wakley

Photographer: Scott Grummett