McDonald’s reveals eight-metre burger in new ‘Big Big Mac’ campaign

McDonald’s has released its Australia Day campaign by revealing a new ‘Big Big Mac’ statue which will be unveiled in Tamworth tomorrow.


The integrated campaign, developed in conjunction with DDB Sydney, Eleven, OMD and VML Australia, aims to remind Australians just how famous the Big Mac is as well as highlighting the burger’s fresh produce, which is grown by local farmers.

The advertising encourages people to eat their burger ‘Down Under’ style, flipping the burger upside down and taking a snapchat to honour the local farmers involved.

The two-minute film accompanying the campaign highlights the cattle, pickle and lettuce farmers that provide McDonald’s with its produce, emphasising the Australian roots tied to the burger. The spot is set to roll-out across channels owned by McDonald’s.

McDonald’s appointed PR agency Eleven in July 2016.

Jo Feeney, director of marketing at McDonald’s, said: “It’s our local ingredients and suppliers who help make our iconic products taste so great. We’re proud of them and proud that our business has an incredible Aussie foundation. We wanted to challenge consumers’ perceptions in a fun and engaging way, and also honour our farmers.

“We’re a proud nation, which is why when we celebrate all things Aussie, including local produce, we do it in a big way.

“From the Big Banana to the Big Prawn and Merino, these are clear indications of the pride we have in what Australia has to offer, and is understood country-wide.”

More than eight metres in height, the ‘Big Big Mac’ statue is designed to help people to “See something big this Australia day”.


  • McDonald’s Australia
  • Director of Marketing: Jo Feeney
  • Group Brand Manager: Elise Sproll
  • Senior Brand Manager: Lauren Bolton
  • Corporate Communications Manager: Skye Oxenham
  • PR Agency: Eleven
  • Creative Director: Russ Tucker
  • Creative Team: Alex Haack & Scott Maggs
  • Senior Content Producer: Amanda Cairns-Cowen
  • Animator: Etienne Ancelet
  • Managing Director: Roberto Pace
  • Group Account Director: Fiona Milliken
  • Account Director: Tom Cummings
  • Planning Director: Jonathan Deves
  • Production Company: Bolt Content \ Blunt Gorilla
  • Construction Company: Big Kahuna Imagineering
  • Creative Agency: DDB Sydney
  • Chief Creative Officer: Ben Welsh
  • Creative Partners: Jade Manning, Vince Osmond
  • Art Director: Trong Ronakiat
  • Copywriters: Shane Geffen, Guilherme Machado, Carolina Pinheiro
  • Designers: Paul Jansen, Alan Lippert
  • Senior Digital Producer: Jayde Smith, Emma Fyfe
  • Managing Director: Nicole Taylor
  • Group Business Director: Lisa Hauptmann
  • Business Director: Laura Dewey
  • Senior Business Manager: Nicole Drabsch
  • Chief Strategic Officer: Fran Clayton
  • Planning Director: Caroline Ghatt
  • Media Agency: OMD
  • Chief Strategy Officer: Lee Ramsay
  • Account Director: Anna Higgins
  • Account Manager: Jessica Severino

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