Maccas shines a light on the middle kid via DDB Sydney
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.
The new work comes just days after the fast food chain launched its winter brand campaign , ‘winter’s better together’, which celebrates the joy of spending time with loved ones in the colder season.
The middle child campaign is spearheaded by a 60 second spot, featuring a montage of family pictures and videos that depict the trials of being a middle child. After reminding us of some of the less fun aspects of being a middle child, the narrator assures the viewer that being a middle child is a ‘superpower’, showcasing how the Maccas middle child (the McChicken) has made the most of its mid kid status, building up a reputation based on credit alone.
The spot is part of a broad media strategy that includes a partnership with Nova FM’s Kate, Tim & Joel show, a documentary produced by LADbible, social content across all major platforms, a digital display buy and an exclusive McChicken offer, launching later this month.
Tim Kenward, McDonald’s Australia marketing director, said: “The McChicken has a legion of very passionate fans. But we realised the Big Mac and Cheeseburger have traditionally stolen the limelight! It’s great to be able to find such a fun way of celebrating an iconic burger.”
Jack Nunn, DDB Sydney creative director, said: “This was such a fun collaboration with the whole DDB team and our awesome client, media and production partners. Proud we could help give Mid Kids their moment.”
The campaign will run for the rest of the month and is part of Macca’s recent promotion of their core menu range which is currently being advertised across all channels
Credits
Client – MCD Australia
Creative Agency – DDB Sydney
PR – Mango Communications
Media – OMD
Production – Photoplay Playtime
Director/Photographer – Sarah Adamson
Post Production – The Editors
Sound – Songzu
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