McDonald’s Australia unveils summer campaign, via DDB Group Sydney and OMD
McDonald’s Australia is entering summer with a fresh campaign that celebrates the Aussie tradition of the Macca’s run, via OMD and DDB Group Sydney.
Rolling out in two phases, the integrated platform leverages a full-scale marketing and media strategy.
Phase one began with a series of teasers featuring the legendary question on social media feeds, screens, streets, beaches and more. Additionally, adventure and food influencer, Tom Sharpe, amongst other influencers, joined in on the campaign’s launch, going live on their social media to bring their followers along for a Macca’s run.
Throughout the summer season, the campaign will celebrate consumers’ motivations for going on their own Macca’s runs via digital, social, BVOD, TV and out-of-home (OOH) channels – moves designed to support the fast food giant’s new summer menu.
“It’s the season of Macca’s runs and we’re celebrating all the fun ways our customers engage with us over the silly season and importantly, during their Aussie Summer road trips,” said McDonald’s marketing director, Amanda Nakad.
“It’s designed to drive trial of our exciting new Summer menu and we are thrilled to see it in market thanks to our agency village.”
The campaign’s media strategy taps figures from Nine’s the Today Show, podcasts and radio – notably Nova’s afternoon drive show, Ricki-Lee, Tim & Joel – to bring the idea of the Macca’s run into the national conversation.
OMD’s work on the platform consists of amplifying its message through partnerships with Network 10 reality show ‘I’m A Celebrity Get Me Out of Here’, and Fox Cricket by way of Six & Out – the band of legendary cricketer Brett Lee.
“We’re excited to bring Macca’s Run to life by combining creative and context through important cultural moments,” added OMD’s managing partner, Emily Bosler.
“Our partnerships of value in sport and entertainment will bring excitement for audiences across key Summer occasions.”
DDB Sydney’s chief creative officer, Matt Chandler, also weighed in on the work.
“The phrase ‘Macca’s Run’ already exists in culture, we just needed to tap into it in a fun, modern and energetic way,” Chandler commented.
“I love how alive this campaign is, constantly evolving along with every new reason to run that’s uncovered.”
Phase two of the platform will enter the market in early January, in addition to more Summer menu items.
CREDITS
Client: McDonald’s Australia
Creative Agency: DDB Group Sydney
Media Agency: OMD
PR Agency: Mango Communications
MEDIA
RELEASE
Confidential – Not for Public Consumption or Distribution
CRM: Digitas
POS: Akcelo
Production Company: Scoundrel
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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