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Hannah Pain reposted thisHannah Pain reposted this"Why can’t we have that over here?!" All year fans have been asking us to heist more of their favourite international McDonald's menu items… So we did. For the second instalment McDonald's World Menu Heist campaign, we scouted out the fans’ 'Most Wanted' menu items and stole the whole lot. The jewel in Canada's menu, Germany's crowning achievement, and China's infamous Szechuan Sauce, and 6 more of the world's most valuable menu items are all ours. For now. An epic World Menu Heist TV ad goes live along with craveable OOH, social hype, creators, events, immersive restaurant experiences and so much more. But the thing about heisters is, they always want more… 👀 Read more about the work in Campaign UK here: https://lnkd.in/eqAZzDda
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Hannah Pain reposted thisThe McDonald's World Menu Heist is back across the UK & Ireland today, bringing some of the most talked-about menu items from around the world to customers here for a limited time. What I love about this campaign is that it starts with something I've seen time and time again. The moment people find out you work at McDonald's they want to tell you about the thing they had on holiday that they can't stop thinking about- the burger they discovered in Canada, the fries they found in Amsterdam or the breakfast item they tried in Australia and wish they could get here. That's what makes World Menu Heist so special. It's taking those stories, those recommendations and those bits of McDonald's folklore from around the world and making them accessible to our customers here. It's a reminder that while McDonald's is one of the world's biggest brands, it's also deeply woven into people's lives and memories wherever they are. This year's menu brings together fan favourites from seven countries, including Germany's Big Rösti, Canada's Maple & Cheddar Chicken Burger and the Netherlands' Paprika McShaker Fries, alongside the return of the much-loved Mac & Cheese Triangles from the UAE. I'll admit I'm especially happy to see Australia's Chicken & Egg McMuffin make the cut. Australia is where I started my McDonald's career, so I'm sure some people will accuse me of bias. They're probably right. But I genuinely think customers are going to love it. A huge thank you to Hannah Pain, Liz Whitbread, Emma O'Neill, Amber Myers, Amelia Haywood and the many teams across the business who've brought this to life. Launching something like this takes an incredible amount of collaboration, and it's been brilliant to see so many people come together to make it happen.
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Hannah Pain reposted thisHannah Pain reposted thisWith MAD//FEST just a day away, I’m looking forward to being back on the Hexagon stage - this time with the marvelous Hannah Pain (marketing and menu director at McDonald's) to talk about something that sits at the heart of our success… Populist creativity that gets people talking. Last year, Ben Fox and I spoke about how McDonald’s has kept evolving, decade after decade, without losing what makes it unmistakably McDonald’s. We talked about strategic agility, creative bravery and brand resilience at scale, from navigating new competition and changing consumer habits, to building fame through distinctive behaviours, rituals and fan-led moments. One of the biggest takeaways was that McDonald’s stays relevant by connecting to culture and creating things people want to participate in. That feels even more important this year. At Leo UK , we often talk about the kind of work that gets noticed, remembered and passed on. Work that doesn’t just sit in culture, but creates a reaction in it. So in what feels like quite a natural follow on, that’s what Hannah and I will be unpacking at MAD//Fest tomorrow. We hope to see you there. Date: Tomorrow, 7 July 2026 Time: 16:05 to 16:25 Stage: Hexagon For a sneak peek at what you’re signing up for, check out last year’s talk in the comments.
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Hannah Pain shared thisNo matter where the night starts, the best nights always end the same way; at McDonald's. That simple fan truth had me hooked. Then the idea: simply sharing our fans camera rolls. How could that not make you smile and screenshot your own?! Team, I am beyond proud of you all- thank you for bringing home a Gold Cannes Lion, on day one!! Ana Saffer Alice Pavey Charlotte Crawley Steph Bates Annie Lim Joe Beveridge Anna Wilkins Clementina de Ruiter Rob Tenconi Andrew Long Mark Elwood Siobhan Mulcahy Matthew Reischauer Cannes Lions International Festival of Creativity
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Hannah Pain reposted thisHannah Pain reposted thisWhat’s your McDonald’s go-to? The order you go to without thinking. We've just launched a new platform for McDonald's encouraging fans to ditch their usual order for the McCrispy. McCrispy. Betray Your Go-To. The creative playfully provokes that loyalty, positioning the McCrispy as the burger your usual order warned you about. Running across TV, OOH, social, radio and influencer. Designed to disrupt autopilot ordering and tempt people into switching things up. Same menu. Different decision. What's yours today?
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Hannah Pain reposted thisHannah Pain reposted thisMassive thanks to the brands & agencies that got behind our first live event and all of you who came along 🙏 Our brilliant speakers ✪ McDonald’s – Hannah Pain, Andrew Long ✪ Absolut – Filip Kiisk, Freddy Taylor ✪ ASICS – Gary Raucher ✪ Currys – Ryan Todd ✪ Monzo – AJ Coyne, Will Lion ✪ Yorkshire Tea – Ben Newbury, Loz Horner ✪ Waitrose – Stacey Bird & Jack Croft ✪ Heineken - Sol G. ✪ The Ordinary - Yasmin O'Neal, Marco Del Valle ✪ British Heart Foundation – Damion Mower, Franki Goodwin ✪ Oatly – Rob Godfrey & Gabrielle Taylor Champions > David Phillips, Kaylee Butler, Samira Sorzano, Caroline Fisher, David White, Noel Bussey, Eddy Yan, Alessandra Potenza, Claire Eden, Lucy Burton and Hayley Ticehurst Sponsors > OnePoll h/t Victoria O’Brien Editor > James Herring Moderators > Richard K., Claire Bridges, MSc and Sam Barcroft and production partners > C21, David Jenkinson, Mark Rowland, Laura Stevens, Courtney Brewster
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Hannah Pain reposted thisHannah Pain reposted thisMassive thanks to the brands & agencies that got behind our first live event and all of you who came along 🙏 Our brilliant speakers ✪ McDonald’s – Hannah Pain, Andrew Long ✪ Absolut – Filip Kiisk, Freddy Taylor ✪ ASICS – Gary Raucher ✪ Currys – Ryan Todd ✪ Monzo – AJ Coyne, Will Lion ✪ Yorkshire Tea – Ben Newbury, Loz Horner ✪ Waitrose – Stacey Bird & Jack Croft ✪ Heineken - Sol G. ✪ The Ordinary - Yasmin O'Neal, Marco Del Valle ✪ British Heart Foundation – Damion Mower, Franki Goodwin ✪ Oatly – Rob Godfrey & Gabrielle Taylor Champions > David Phillips, Kaylee Butler, Samira Sorzano, Caroline Fisher, David White, Noel Bussey, Eddy Yan, Alessandra Potenza, Claire Eden, Lucy Burton and Hayley Ticehurst Sponsors > OnePoll h/t Victoria O’Brien Editor > James Herring Moderators > Richard K., Claire Bridges, MSc and Sam Barcroft and production partners > C21, David Jenkinson, Mark Rowland, Laura Stevens, Courtney Brewster
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Hannah Pain reposted thisHannah Pain reposted thisIt was great to see so many Leos on the ground at the IPA (Institute of Practitioners in Advertising) Talent and Diversity Conference today. Our CEO Carly Avener moderated a panel looking at how inclusive marketing genuinely drives business growth, joined by Hannah Pain from McDonald's, Sharon Jiggins from 23red and Kate Peers from Sport England. Together they shared real examples from Make It Happen and This Girl Can. Two brilliant case studies showing that representation is not only the right thing to do, but a commercial one too. The conference also saw the IPA iList 2026 announced, with our very own Josh Bullmore, Chief Strategy Officer for Creative Practice at Publicis Groupe UK, recognised for pushing for real progress on diversity, equity and inclusion across the industry. Both moments underline something we believe strongly at Leo UK. Inclusion isn’t a separate agenda. It’s part of how the best, most populist creativity gets made. Congratulations to Josh and to everyone recognised on this year’s IPA iList. Full list of winners via Campaign UK. https://lnkd.in/eDzjQRcB
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Hannah Pain shared thisExcited to be joining in the discussion tomorrow at the IPA (Institute of Practitioners in Advertising) Talent and Diversity conference in partnership with Channel 4. Sport England and Kate Peers I'm a HUGE admirer of "This Girl Can" and cannot wait to hear about your next phase of work, so don't mind me if I'm fan girling! Carly Avener as always, it's a total privilege to be with you on stage. Book tickets here: https://lnkd.in/e6Sy_8Xg
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4d
👏🏻👏🏻👏🏻 They're lucky to have you!
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2w
This is a huge hire The Coca-Cola Company - congratulations!! Hannah Lee great choice, smash it like you always do! 👏🏻👏🏻
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Hannah Pain liked thisHannah Pain liked thisThere’s a moment before every moment, when you think to yourself... But first, tea. Twinings new platform celebrates this familiar ritual, bringing to life those moments when you need to pause, take a beat and gather yourself. Whatever the moment, big or small, there’s a Twinings blend to help you feel ready for whatever’s next. What I love about this idea is it reframes Twinings as not just something that's comforting and familiar, but as an active wellbeing choice that can play a role across many more moments, needs and occasions throughout the day. Keep your eyes peeled for the OOH executions below from Hayley Power, Alice Pearce and the Leo UK x Twinings team. As well as TV, radio, and social that the brilliant teams at Starcom, LeSHOP, Splendid Communications and Whalar Group have brought to life. #PopulistCreativity #OOH #Outdoor #NewWork #Advertising #Campaigns #Social #TV #Film #Radio #Integrated #Experience
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Hannah Pain reacted on thisA bit of personal news to share…. From today I’ll be taking on a new Global role, leading the People pillar of our new > NEXT strategy. In my new position I’ll be partnering closely with operations to drive hospitality both sides of the counter. This role will see me transition to our global business, and, alongside my family relocate to the US at the end of this year. So…new job, new country! And I’m hugely excited for this next chapter….both the life change, and the opportunity to have a positive impact on employees and our guests around the world, driving our NEXT strategy. But of course, after 18 years basing myself from our UK office, saying goodbye to so many colleagues and friends won’t be easy. Over the years, I’ve had the privilege of working alongside some extraordinary people and I’m so proud of the progress we’ve made together in how we support, develop and celebrate our people. Some of my proudest moments have been seeing that commitment come to life. We’ve always said we’re a people business. For me, that means making sure those words translate into a real experience for our employees every day. So, before the next chapter begins, a very sincere thank you to everyone who has been part of my McDonald's UK & Ireland journey. I pass the baton of UK & Ireland CPO to the brilliant Danielle Harris, MBA. There is no one better for the role and its next chapter. Ps. – I’m telling my kids in mid-October, so if you know them, hushed tones please! 😊
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Hannah Pain reacted on thisHannah Pain reacted on thisI'm delighted to share that on the 5th October, I'll be joining Terra Firma as Head of Brand and Marketing, working as part of the Senior Leadership Team across the portfolio of businesses. It's exciting to be joining a firm with such a clear belief that businesses which make a positive environmental and social impact are the ones that create the most value over the long term. I'm really looking forward to spending time with the portfolio teams to properly understand the opportunities and challenges across such a varied range of categories, to see how I can help to accelerate growth, sharpen marketing effectiveness and strengthen customer economics.
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Hannah Pain liked thisHannah Pain liked thisIt’s incredibly rewarding to launch work that creates positive impact. In this case, it was MONOPOLY GO! x the RSPCA — a campaign that gave players a way to combine their love of the game with their love of animals. I’m incredibly proud that the collaboration won the Corporate National Partnership Champion category at the Charity Times Awards 🏆 But the real win was making a difference to animals in need. Huge thanks to the brilliant teams at the RSPCA, Scopely and our partners who brought it to life — and to all the players who played with purpose, collectively passing GO more than 5 million times to unlock a donation for animals in the RSPCA’s care. A brilliant partnership, an important cause and a team I’m very grateful to work with. Ruchi Panchal, Sarah Georgiakakis , Jade Lowe, Lorna Maffei, Fiona Bull, Laura Dilnot and Maddie Pay.
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Hannah Pain liked thisHannah Pain liked thisOpen the Uber Eats app today and you might spot something a little hard to miss 🍟 Head to the app to see it for yourself, and enjoy those free McNuggets 🤤
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Hannah Pain liked thisHannah Pain liked thisEx-detective investigates McDonald’s World Menu Heist 🥷💰🍟 At Leo we love finding new ways of getting people talking about our ideas. There are so many brilliant examples of this in the latest instalment of McDonald's World Menu Heist platform, from a counterfeit shop for fans to experience, to a trail of social clues for fans to crack. But my favourite thing we did was team up with an ex-detective to investigate the menu heist on LadBible. It’s silly, it’s fun and it gives fans who have already got their hands on our stolen menu a new way of taking part in the idea. Great work from the heist masterminds at Leo UK x OMD UK x LADbible Group x McDonald's UK&I 🙌 #PopulistCreativity #Advertising #Marketing #Creativity #Social #Experience #Activation #Media
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Hannah Pain liked thisHannah Pain liked thisWe’ve been stealing ideas from around the world. The delicious kind. 👀 The World Menu Heist is back, bringing fan favourites from China, Australia, India and Canada to McDonald’s UK. And we’re not done yet… Which one are you trying first? #McDonaldsMenuHeist
Experience
Education
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University of Bath
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Degree Classification 2.1 (67%)
Studied a variety of modules including Marketing Communications, Consumer Behaviour, Depth Psychology of the Consumer and International Marketing.
Final Year Project: 78% for PepsiCo sponsored project: “How can Walkers sharing brands succeed at Christmas?” -
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Honors & Awards
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McDonald's President's Award
McDonald's
A prestigious global award, recognising the outstanding contribution of an individual. Awarded to the top 1% of McDonald’s employees across the entire system.
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McDonald's Circle of Excellence
McDonald's
This is presented annually to exceptional teams that have made an outstanding contribution to the McDonald’s business. Awarded as part of an 10 person, cross functional team for McDelivery.
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Young Marketing Leader of the Year
The Marketing Society
Industry award, recognising a singular individual under 30 years old, for significant performance and leadership in marketing. Process included 4 rounds: 1) Marketing Director recommendation 2) Case study submission 3) Presentation to elite panel of senior marketers drawn from blue-chip organisations 4) Interview with Chief Exec of The Marketing Society.
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exchange4media
McDonald’s lets fans decide what gets ‘stolen’ in its latest World Menu Heist. Using social listening, McDonald’s identified the international menu items fans wanted most and turned those requests into the targets of a heist—bringing nine products from eight countries to the UK and Ireland. The idea plays out across OOH, social, creators, restaurants and experiential, with more twists still to come. Brand: McDonald's’s Agency: Leo UK #McDonalds #WorldMenuHeist #Marketing #Advertising #SocialListening #Campaign #CreativeMarketing #e4m
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Asif Khan
Accelerating operational excellence, increasing guest retention through active complaint/incident resolution is critical for any business and I'm very happy that we at Chunk N Cheese have been backed well by Harlyy. Not just it provides you visibility across multiple segments of your brand but also, gives you organised information into areas that you normally ignore. Hoping to expand this partnership to drive great results. Zeeshan Abbas, shout out to you and the team! #qsr #guestexperience #tech
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Amy Houston (on mat leave)
McDonald’s AI ad has been axed due to backlash. I’ve just received a statement from the brand 👇 The ad, titled ‘It’s the most terrible time of the year,’ was dubbed a satirical take on holiday stress. In part, McDonald’s told me: “It was intended to reflect the stressful moments that can occur during the holidays in the Netherlands, but we recognize that for many of our guests, the season is ‘the most wonderful time of the year’.” Interestingly, the brand isn’t framing the ad’s removal as a reaction to criticism of AI; instead, it’s pointing to the tone of the campaign. What did you think of the ad? And what do you make of McDonald’s response? #McDonalds #AI #Creativity #Christmas The Drum Link to the story is in the comments.
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