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McDonald’s celebrates Aussie evolution in online campaign introducing ‘Create Your Taste’

McDonald’s is celebrating its unique evolution in Australia with a new campaign pushing consumers to a dedicated website that tracks the fast-food chain’s story since it opened in Australia in 1971.

The animated minute long spot takes viewers on the journey of the chain’s local history, explaining McCafe is an Aussie invention and citing menu changes, such as the addition of beetroot to burgers and steak to salads, hinting “the biggest change” is yet to come.

Running online, the campaign directs consumers to a dedicated ‘McDonald’s to Macca’s: A Great Aussie Road Trip’ website which allows consumers to watch content and track the restaurant’s history in Australia.

It finishes with “what’s up next?” which sees the fast-food chain introduce its Create Your Taste menu which allows consumers to make their own gourmet burger from a range of 30 ingredientsMcDonald's create your taste

Create Your Taste is all about you making your very own gourmet burger. Choose from a range of 30 delicious ingredients like guacamole, chipotle sauce, crispy bacon, Colby Jack cheese, shaved parmesan and tortilla strips to create a mouth-watering masterpiece.

Earlier this month McDonald’s appointed VML to handle its digital and social media account. DDB Sydney and Leo Burnett are also on the roster and handle creative, with DDB’s Tribal also responsible for some elements of the digital account, including the McDonald’s website.

Miranda Ward

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