McDonald’s Saver Menu

If there’s one brand you’re going to work on at Leo Burnett, it’s McDonald’s. Over the years I helped shape the fast food brand into something more modern and grown-up, without losing the fun at the heart of it. One campaign that I am particularly proud of is for the Saver Menu. I wrote the idea, “Like getting your money’s worth?” And it stuck! To this day, 8 years on, teams are still writing to this idea, and picking up a few awards along the way.