Macca’s launches State of Origin themed meals ahead of Game I
Ahead of the first State of Origin game next Wednesday, McDonald’s Australia has launched “Blues and Maroons Meals” via a new campaign from DDB Sydney.
The limited-edition meals are described as the “ultimate feed” for those who bleed blue or maroon, and will include collector cups that commemorate iconic moments in Origin history.
The meals will be available in NSW and ACT for Blues punters, and Queensland and the Northern Territory for Maroons fans, with campaign content targeting each state.
The hero film features fans gearing up for game day in passionate ways, whether that be sporting the team’s jersey, naming their babies after players, or painting their faces and houses, and more.
It even features some familiar favourites — Queensland’s Jonathan Thurston and NSW’s Nathan Hindmarsh — in a banterous interstate feud.
According to Jack Nunn, creative partner at DDB Sydney, the agency wanted to go beyond the “usual sponsorship stuff” as there’s no fun in that.
“So we pushed and came up with a properly integrated campaign,” he said. “I can’t wait to raise a cup to a Blues 3-0 whitewash.”
Nunn will soon celebrate hitting one year since returning to the agency to lead the Macca’s account.
Mary Vrancic, senior marketing director at Macca’s, said the meals are all about celebrating the brand’s long-term partnership with the sport, as well as the fans.
“We know how much our customers love footy, and we are proud to provide a place for fans to meet before or after a game,” she said in a media release. “Win or lose, we will always be there for footy fans and now these legendary new meals are the perfect expression of that.”
The campaign is live until early July across TV, online video, digital, radio, in-store, and social channels.
There will also be broadcast integrations across Nine, Fox League, Triple M, and more, featuring bespoke creative for each state.
The campaign comes as Chris Brown, chief marketing officer at Macca’s, departs this month after nearly five years with the brand. Before moving to New York, he spent 12 years with DDB Group Australia, including as CEO.
Macca’s has named Annabel Fribence as his replacement. She previously spent two years at Macca’s from 2009-2011, as a senior brand and strategy manager. During her time there, she was responsible for the Family and Happy Meal portfolio. Most recently, she has been at Westpac Group as its chief brand and marketing officer.
Credits:
Client: McDonald’s Australia
Creative agency: DDB Group Sydney
Media agency: OMD Australia
POS agency: Akcelo
CRM agency: Digitas Australia
Promotion agency: Creata Australia
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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