McDonald’s celebrates 50 years in Australia with new integrated campaign from DDB
McDonald’s Australia has launched a new integrated campaign featuring some of Australia’s unique Macca’s traditions. The campaign celebrates the brand’s 50th birthday.
Dipping fries in sundaes, a wedding day at Macca’s, a P-plate Drive-Thru stop-off and visiting your local in thongs are on show in the campaign from DDB Sydney.
The leading hero TVC focuses on the role Macca’s has played in Australian culture since the first restaurant was opened in Yagoona in 1971. The campaign also highlights the cultural spin Australians have put on the restaurant chain, stating “We arrived as McDonald’s. You made us Macca’s”.
McDonald’s Australia national marketing manager Amanda Nakad said: “Aussies have welcomed Macca’s into their lives for 50 years – from birthday parties and road trips, to late night snacks and post-match feeds. Combined with our crew, they made us who we are today.”
A second TVC from McDonald’s thanks its past and present employees for their work over the past half-century.
DDB Australia chief creative officer Ben Welsh said: “Macca’s brought the Drive-Thru, Australia brought the road trip. Thanks for 50 years of Happy Meals and Hash Browns.”
The campaign will run for 10 weeks across TV, OOH, social, digital, print and radio. The media strategy for the campaign was carried out by OMD.
The milestone also coincides with McDonald’s 50th anniversary of its partnership with its creative agency, DDB. The agency has been the creative agency of record for the brand’s entire lifespan in the local market.
In December last year, DDB Sydney appointed Dan Saunders and Jack Nunn as partners to lead the agency’s work on the McDonald’s account. Nunn joined the agency after more than five years at Special Group.
Last year, McDonald’s also consolidated its creative account with DDB Sydney, moving the digital and social responsibilities previously held by VMLY&R to the agency.
Credits:
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Manager: Amanda Nakad
Senior Brand Manager: Nichole Tsiros
Creative Agency: DDB Sydney
PR: Mango Communications
Media: OMD
CRM: Digitas
In-Restaurant: Guihen Jones
Partnerships: The Joester Loria Group
Promotional Merchandise: The Marketing Store
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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