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Australia set to be hit by Minion invasion with Universal Pictures’ Despicable Me campaign

Ahead of the latest instalment in the Despicable Me franchise landing in cinemas next week, Australia is about to be hit with a Minion invasion.

A new campaign from Universal Pictures ANZ will see activations launched around the country all to coincide with Despicable Me 4’s theatrical release on June 20.

“The Minions have a reputation of surprising and delighting audiences and this campaign takes the surprise to the next level,” Universal Pictures ANZ marketing director, Suzanne Stretton-Brown, said.

“Working with trusted partners Westfield, McDonald’s and JCDecaux we are taking Minions to the streets, quite literally.”

While giant inflatable Minions will be set up at Westfield sites around Australia, Sydney and Melbourne will also bear witness to 3D sculptures in partnership with JCDecaux. Meanwhile, McDonald’s sites will also be given the Despicable Me treatment, featuring customised menu items, packaging and displays and the reimagined “Drive-GRU”.

“This project highlights our commitment to innovation and creativity, providing a unique and engaging experience for audiences,” Lama Perin, JCDecaux’s group manager, said.

Nichole Tsiros, McDonald’s Australia brand manager, added: “The Minions are taking over… so head into your nearest Macca’s before they’re gone!”

Stretton-Brown recently joined Mumbrella’s one-on-one podcast series where she discussed some of the film company’s biggest campaigns this year, including The Fall Guy and Furiosa: A Mad Max Saga, as well as the state of the cinema industry in 2024.

Listen to the full episode here.

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