McDonald’s Brings Unpredictable Weather to Life

Leo Burnett London’s new digital campaign uses real-time data to take part in Britain’s favorite topic of conversation.

You can’t trust the weatherman, but McDonald’s predicts tasty conditions.

Leo Burnett London’s latest work helps the fast food brand join the April weather conversation with a digital outdoor forecast.

The weather-activated out-of-home campaign uses real-time MET Office data to display the current weather, as well a five-day forecast. However, the usual weather icons are replaced with McDonald’s menu items - an unwrapped burger represents the sun, while an upturned box of fries signifies rain. Even the thermometer is replaced with a fry dipped in ketchup. Altogether, eight different food icons are featured in the ads.

The new campaign launched nationally across the United Kingdom at the end of April.