McDonald’s celebrates Aussie evolution in online campaign introducing ‘Create Your Taste’
McDonald’s is celebrating its unique evolution in Australia with a new campaign pushing consumers to a dedicated website that tracks the fast-food chain’s story since it opened in Australia in 1971.
The animated minute long spot takes viewers on the journey of the chain’s local history, explaining McCafe is an Aussie invention and citing menu changes, such as the addition of beetroot to burgers and steak to salads, hinting “the biggest change” is yet to come.
https://www.youtube.com/watch?v=wKEP7-1LmB4
Running online, the campaign directs consumers to a dedicated ‘McDonald’s to Macca’s: A Great Aussie Road Trip’ website which allows consumers to watch content and track the restaurant’s history in Australia.
It finishes with “what’s up next?” which sees the fast-food chain introduce its Create Your Taste menu which allows consumers to make their own gourmet burger from a range of 30 ingredients.
Create Your Taste is all about you making your very own gourmet burger. Choose from a range of 30 delicious ingredients like guacamole, chipotle sauce, crispy bacon, Colby Jack cheese, shaved parmesan and tortilla strips to create a mouth-watering masterpiece.
Earlier this month McDonald’s appointed VML to handle its digital and social media account. DDB Sydney and Leo Burnett are also on the roster and handle creative, with DDB’s Tribal also responsible for some elements of the digital account, including the McDonald’s website.
Miranda Ward
Oi Maccas old mate,
you forgot to mention this unique Aussie McDonalds feature in your little boring film.
http://www.news.com.au/nationa.....5734286785
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Nice. Most interesting McDonalds ad I’ve seen, ever. Almost made me feel a little patriotic. But then I realised it was for the evil arches..
So who did the animation?
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Great article, from 2009, Steve.
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Cool story Steve…from 6 years ago.
TVC probably not everyone’s cup of tea but should do a good job out there.
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yes please who did the animation. I noticed that detail is missing from most of your articles.
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Huh? A patriotic MacDonalds makes me feel better about this annoying operation?
Brings to mind Holden’s “meat pies” pitch of a generation ago, which turned out to be a frame-by-frame remake of a US ad campaign for a GM marque there, replaced with local Oz references. As if Australia should be duped into buying the same shtick as our American “cousins.”
This current effort (OK, nicely animated, etc) suggests we’re now being asked to think better of “Maccas” because of its local adaptations. YUK! Sorry, make that a Double YUK with skim cynicism and a slug of corporate hubris.
It’s like I’m supposed to think better about the MacDonalds rubbish I find in my streets and on the beach because our Aussie Maccas has been involved with Clean Up Australia Day earlier this month? Ridiculous!
One small note on the commercial here :
where does the line that Australians are “coffee aficionado experts” come from? It’s awful and sounds suspiciously like some dickhead tampered with the script.
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