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McDonald's UK 'Big Arch' Campaign Takeaways:
- McDonald’s introduces the Big Arch, a large-format burger made with two beef patties, cheddar cheese, onions, and a new branded sauce.
- Leo Burnett UK leads a global campaign across TV, social, OOH, radio, and CRM to spark Big McDonald’s Hunger.
- The campaign name draws from McDonald’s iconic arches, reinforcing brand familiarity while supporting efforts to expand its main menu offerings.
Hunger hits hard, and McDonald’s just answered with its biggest bite yet.
The fast food chain is going big with the "Big Arch," its latest burger offering now hitting menus across the UK and Europe.
Partnering with Leo Burnett UK, the brand isn’t just adding another item to the lineup.
The campaign revolves around a simple insight: sometimes regular hunger isn’t enough to describe the craving that drives people to McDonald’s.
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The marketing campaign hits peak hunger moments through cinema, festivals, and roadside ads.
McDonald’s stacks the Big Arch with two British and Irish beef patties, white cheddar, a mix of raw and crispy onions, shredded lettuce, pickles, and a custom sauce made just for this burger.
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James Millers and Andrew Long, executive creative directors at Leo Burnett UK, emphasized how the team used this relatable insight to craft something culturally resonant.
“Made to satisfy those relatable moments of Big McDonald’s Hunger, Big Arch is here to shake up the burger category - literally.
It’s not everyday you get to launch a new icon on McDonald’s menu and we’ve had a blast meeting our fans in culture and awakening that unmistable craving for McDonald’s across the globe.
From boardrooms to festival grounds, this campaign shows how a simple fan truth can move people…and tables.”
Marketing efforts are strategically placed to catch people in high-hunger environments.
Some analysts see it as a timely response to a growing demand for premium fast food offerings that feel more substantial.
Ben Fox, CMO for McDonald’s UK and Ireland, positioned the Big Arch as a standout innovation within the company’s modern menu strategy.
“The Big Arch is the most exciting burger we’ve launched in a generation, a future classic, giving customers exactly what they’ve been asking for… 2x juicy, 100% British and Irish Beef patties, cheddar cheese, crispy onions and a new signature Big Arch sauce.
The Big Arch is the perfect solution for those moments of ‘Big McDonald’s hunger’.
It is a two handed, multi napkin experience.
As a Big Mac fan, it takes a lot to tempt me away from my favourite, but the Big Arch and its signature sauce certainly does.”
Campaign elements stretch across summer hotspots and cultural events, from Glastonbury Festival to the Women’s Euros.
Out-of-home placements, mural installations, and context-aware audio play the familiar sound of a stomach growling when customers pass near a McDonald’s.
The campaign’s hero spot, "Rumble," dramatizes that feeling.
In the ad, a workplace scene unfolds quietly until one employee’s hunger interrupts everything.
What begins as a mild stomach sound soon rattles his surroundings: first his desk, then the entire office.
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The chaos stops once he finally gets his hands on the Big Arch.
It’s a creative way of bringing internal cravings into the external world.
Bringing the Arch to Life
Leo Burnett’s creative team introduced a new visual approach tailored to highlight the burger’s size and presence.
Packaging, restaurant signage, and digital placements were all developed with scale in mind, emphasizing the Big Arch’s position as a larger-than-usual menu item.
To build anticipation ahead of launch day, McDonald’s sent out oversized McDelivery and takeaway bags marked with the 18.06.25 launch date.
These stunt deliveries sparked over four million views across social media.
At the same time, CRM emails managed by TMW shook, rumbled, and collapsed on screen to creatively unveil the Big Arch.
Social and influencer content centered around the new sauce, which has kept its flavor profile undisclosed while remaining a key part of the product’s appeal.
McDonald's is launching a new burger called the Big Arch and I got an early first taste. Spoiler alert: It's better than a Big Mac. https://t.co/D6Cy6Sv0FY
— Courtney Pochin (@courtneypochin) June 3, 2025
Choosing the name "Big Arch" builds familiarity by referencing the brand’s most recognizable icon.
Unlike past namesakes, this version updates ingredients and size to match today's tastes.
At 14 ounces and just over 1,000 calories, the Big Arch offers a much heartier option than typical menu items.
Our Take: Would I Pick the Big Arch over a Big Mac?
I would, for the first time in years.
The Big Arch isn't just a gimmick; it's a well-executed upgrade with premium ingredients, impactful branding, and a clear cultural hook.
The sheer size, signature sauce, and sensory-driven campaign make it feel like an event, not just a meal.
For me, that elevates it above the usual go-to.
If bold flavor’s your thing, McDonald’s and Frank’s RedHot recently teamed up with Leo Burnett to launch a spicy campaign that’s firing up flavor-driven fandom.
