McDonald’s launches steak products with ‘Big Lunchbox’ activation and campaign
McDonald’s is promoting the arrival of rump steak on its Real Choices menu with a campaign created by DDB Sydney which sees the fast food chain create its own ‘big thing’, the Big Lunchbox.
Like Australia’s other famous ‘big things’, such as the Big Pineapple, the Big Banana, the Big Ram or the Big Rocking Horse, the Big Lunchbox is a giant red lunchbox. The Big Lunchbox is featured in McDonald’s TV campaign and also will travel around Australia where it turns into a pop-up restaurant that serves the new Mini Steak Taster Wrap.
https://www.youtube.com/watch?v=MllzfyZaEoQ
McDonald’s chief marketing officer Mark Lollback said: “To celebrate the arrival of 100 per cent Aussie rump steak to our Real Choices menu, we’ve added to Australia’s world famous list of ‘big things’ with the Big Lunchbox. But this is no ordinary lunchbox; as well as taking centre stage in our TVC, over the next month it’s also travelling around Australia and transforming into an extraordinary pop-up restaurant that serves our delicious Mini Steak Taster Wrap.
“The Macca’s Big Lunchbox will be in Melbourne until Friday before it moves to the Gold Coast, Sydney, Perth and Adelaide.”
https://www.youtube.com/watch?v=dgkTBNEI5lw
Credits:
McDonald’s Australia:
- Mark Lollback – Chief Marketing Officer
- Bronwyn Powell – Marketing Director
- Alice Telford – National Marketing Manager
- Anna Webster – Senior Brand Manager
- Andrew Southey – Brand Manager
DDB Group
- Toby Talbot – Chief Creative Officer, DDB Sydney
- Cam Hoelter – Deputy Executive Creative Director, DDB Sydney
- Steve Jackson – Creative Director, DDB Sydney
- Ben Pearce – Senior Creative, DDB Sydney
- Matt Chandler – Senior Creative, DDB Sydney
- Ramon Rodriguez – Head of Design, DDB Sydney
- Domenic Bartolo – Senior Craft Designer, DDB Sydney
- Nicole Taylor – Managing Director, DDB Sydney
- Lisa Hauptmann – Group Business Director, DDB Sydney
- Kirstie McWhannell – Business Director, DDB Sydney
- Brett Griffiths – Production Manager, DDB Sydney
- Ben Greenslade – Senior Account Director – Experiential, Mango Sydney
- Tina Alldis – Senior Account Director – PR, Mango Sydney
- Emily Righton – Production Director, Mango Sydney
- Laura Cario – Senior Account Manager, Mango Sydney
- Brenden Johnson – Head of Onscreen Production, DDB Sydney
- Harriet Burton Taylor – TV Producer, DDB Sydney
OMD:
- Tobi Fukushima – Account Director
- Gemma Lewis – Account Director
- Tom Hutley – Social Director
Will O’Rourke:
- Paul Bruty – Director, The Glue Society
- Luke Crethar – Director and Editor, The Glue Society
- Michael Ritchie – Executive Producer
- Josh Mullens – Head of Projects
- Alex Kember – Producer
- Rob Marsh – DOP
- Enzo Iacono – Production Designer
Partners:
- Cutting Edge
- Nylon Music
- Carnival Food
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Yeah, na….
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only guess where that steak came from….
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“Like Australia’s other famous ‘big things’, such as the Big Pineapple, the Big Banana, the Big Ram or the Big Rocking Horse, the Big Lunchbox is a giant red lunchbox.”
Am I the only one laughing at this sentence? Last time I checked, none of those other big things was a giant red lunchbox.
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@where: probably just beside the arse, given the patties are lips and arseholes.
All 100% beef though.
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The TV is all about a lunchbox that transforms boring lunches into fresh, amazing ones. The press release is all about the next big thing in Australia. So what’s the actual idea then?
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