McDonald’s is acknowledging the peculiar predilections of its fans to tell its ingredients story.

The QSR’s latest campaign features different vignettes, including a man who prefers to place his burger upside down after taking each bite, and a woman who ensures she – not her beau – gets the box filled with more fries. The spot is set to the Isley Brothers’ funk hit “It’s Your Thing.”

It’s informed by McDonald’s Canada’s understanding that each and every customer puts their own twist on enjoying, and sometimes ordering, a meal.

“We took a very intentional fan-first approach when it came to the launch of this new campaign, which is a departure from how we’ve typically told our food quality story in the past,” says Rebecca Smart, director, brand marketing at McDonald’s Canada.

The spots also highlight that the brand uses 100% Canadian potatoes and 100% Canadian beef.

“This campaign is really about building a connection to our customers, as it acknowledges and celebrates their unique fan truths,” she says. “In doing so, we were able to authentically talk about the quality and sourcing of our food by sharing our own brand truth, the quality of our food.”

Jason Hill, executive creative director at Cossette, the agency responsible for the work, which saw its Toronto office staff up to handle the golden arches’ business, says the goal was to talk about food quality in a way that was unique.

“We didn’t want to take the usual approach of earnest ingredient-led copy over picturesque farmers’ fields,” Hill explains. “So instead, we chose to put McDonald’s fans at the heart of the story, knowing that everyone has their own very specific food-related “thing” at McDonald’s. That’s what we love most about this campaign – it could only have come from McDonald’s.”

This is not the first time McDonald’s has acknowledged its own fandom and fans’ idiosyncrasies. In a recent campaign, McDonald’s celebrated people who hacked a chicken Big Mac, including a foodie who meticulously crafted a burger by replacing a beef patty with chicken nuggets.

In partnership with Cossette, McDonald’s Canada brought this campaign to life using TV, OLV, OOH (streetcars and TSAs), high-impact video OOH at Toronto’s Yonge and Dundas Square, digital media, paid and organic social, and in-store creative.

OMD Canada is behind the buy, while Weber Shandwick provided supporting PR.