Maccas shines a light on the middle kid via DDB Sydney

Kalila Welch

July 8, 2022 9:58

McDonald’s Australia is shining a light on the woes and the triumphs of the middle child in its latest work from DDB Sydney and OMD.

The campaign seeks to hero middle children for the first time, drawing inspiration from their very own menu middle child – the McChicken – who has long been caught between its siblings, The Big Mac, and the Cheeseburger.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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