MUMBAI: Creative agency Leo Burnett has launched the new campaign for McDonald‘s, which is based on the concept ‘happiness doesn‘t come with a price tag’.

McDonald’s senior director Rameet Arora said, “The new McDonald‘s campaign for the Happy Price Menu reflects the joy, optimism and happiness that epitomises McDonald‘s. The Happy Price Menu, with its affordable pricing and products, opens the doors for everyone, young, old, affluent, budget seeker; working adult, families. The campaign ropes together the brand, the food and the prices. In my opinion it isn’t just advertising for the budget menu, it’s advertising for McDonald‘s the brand.”

The idea of the campaign is to communicate that while food is what attracts people to McDonald‘s, it is the moments one shares that makes them come back. The burger comes for a price, but the conversations, the human connection one savours while having the food, makes it an occasion.

Leo Burnett ECD Nitesh Tiwari said, “From discovering love in an arranged marriage to realising that you are more than just a driver to a bunch of school kids to a role reversal between a father and son, all such moments no one can put a price to. So we took these real slice of life situations and married them to the Happy Price Menu’s affordability to create this fresh campaign-emphasizing price yet talking of making moments that will last a lifetime.”