McDonald’s is making waves once again with the launch of its latest breakfast sensation, Mini Hash Browns. Set to hit menus on 16th October, these bite-sized delights bring a fresh twist to the iconic McDonald’s Hash Brown, offering the same golden crunch and fluffy potato goodness in a smaller, more convenient size.
For those who can’t resist the classic McDonald’s Hash Brown, the Mini Hash Browns offer a playful new way to enjoy this breakfast staple. Available in two portions, there’s something for everyone:
- Single Portion (£1.49): A serving of five Mini Hash Browns, perfect for a quick breakfast bite on the go.
- Sharebox (£2.99): A generous box of fifteen Mini Hash Browns, ideal for sharing with family or friends during breakfast gatherings.
Offered exclusively during breakfast hours (6am-11am), and only at participating McDonald’s locations, these crispy and fluffy mini treats are sure to brighten up anyone’s morning. But they won’t be around forever—this limited-time offering is designed to add a bit of fun to breakfast routines.
‘Descended from Greatness’ Campaign
In celebration of the launch, McDonald’s has teamed up with creative agency Leo Burnett UK for a humorous new campaign entitled ‘Descended from Greatness’. The campaign taps into the growing cultural fascination with ancestry and genealogy, presenting the Mini Hash Browns as part of an “illustrious lineage” that traces back to the original McDonald’s Hash Brown.
“We know that for many, a McDonald’s breakfast simply wouldn’t be complete without a cheeky Hash Brown,” said Lucy Johnson, McDonald’s marketing manager. “That’s why we’re so excited to introduce Mini Hash Browns and playfully trace their ancestry back to the OG Hash Brown, celebrating their place in our breakfast family tree.”
A Fun, Playful Marketing Push
The campaign’s cheeky nod to ancestry trends is designed to spark excitement, with the tagline emphasising the idea that the Mini Hash Browns owe their deliciousness to their “lineage”. Running across out-of-home, social media, radio, and digital platforms, the campaign is set to capture attention with its light-hearted tone. Humorous activations, including playful social media content, will build on the theme, poking fun at the genealogy obsession that has gripped many in recent years.
“DNA testing and tracing ancestry has become a craze online, and we thought it would be fun to apply that to our new snack,” said James Hodson, creative director at Leo Burnett UK. “These Mini Hash Browns are so tasty because their roots go back to a true legend—the original McDonald’s Hash Brown.”
With media planning and buying led by OMD UK, the Mini Hash Browns campaign is set to roll out across multiple channels, further amplifying the excitement surrounding this new addition to the McDonald’s breakfast menu.
As fans prepare to embrace this bite-sized version of a beloved favourite, McDonald’s continues to prove its ability to tap into current trends and bring a playful twist to its offerings. The Mini Hash Browns are sure to be a hit, combining nostalgia with a fun, modern twist on a classic breakfast item.
Reference: https://www.mcdonalds.com/gb/en-gb/newsroom/article/new-mini-hash-browns.html
