McDonald’s kicked off a new McDelivery campaign that turns New Year’s Day reality into advertising: real “morning after” delivery photos captured right at the front door. Built for OOH and press across the UK, the work leans into authenticity instead of polish—because everyone knows that first-day-of-the-year feeling.
What makes the McDelivery ‘morning after’ idea work?
The concept is simple and instantly relatable: New Year’s Day deliveries, photographed as they happen. The campaign captures unfiltered moments of relief, comfort, and “thank-you” energy—exactly the emotional territory delivery brands own.
“Happy New Year to you, too” and the power of cultural timing
The line “Happy New Year to you, too” reframes the delivery as a small but meaningful interaction— a shared ritual between brand and customer on the first day of the year. It’s contextual advertising at its best: one message, one moment, maximum recognition.
How the campaign was executed
Concepted and produced by Leo Burnett UK, the campaign was built around documentary-style portraits photographed by Dan Burn-Forti. The images show real people holding McDelivery orders at their doorsteps on New Year’s Day—natural light, minimal staging, and a tone that feels observed rather than manufactured.
Credited creatives include Jason Keet, Maia Johnston, and Tate Lampi, with the team also amplifying the work through social posts that highlighted the process and collaboration behind the scenes.
Why OOH and press are the right channels for this kind of realism
The portraits are designed to be read fast and felt immediately. In OOH, that kind of human truth cuts through—especially when the scene looks like something you’ve lived. In press, the same images reinforce the message with a quiet confidence that doesn’t need heavy explanation.
What this signals for delivery marketing in 2026
With delivery continuing to grow globally, brands are investing more in contextual creative that highlights convenience, speed, and emotional payoff. McDonald’s approach here is telling: instead of perfect food glamour shots, it chooses real-life moments—because authenticity is often the most scalable differentiator in a crowded category.
FAQs about this campaign
What is McDonald’s new McDelivery New Year campaign?
A UK campaign using real ‘morning after’ New Year delivery photos—showing people receiving McDelivery at their doors on New Year’s Day.
Where did the campaign run?
Across out-of-home (OOH) placements and press in the United Kingdom.
What is the campaign tagline?
‘Happy New Year to you, too.’
Who created and produced the work?
The campaign was led by Leo Burnett UK, with photography by Dan Burn-Forti and credited creatives including Jason Keet, Maia Johnston, and Tate Lampi.
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