Familial connection through food is the central message of McDonald’s’ latest campaign, following a young man on moving day who misses his parents and sends them a McDonald’s delivery.
The campaign, from DDB Sydney, was devised to support the launch of McDonald’s new chicken menu that was released on 14 October.
DDB Sydney has worked on the McDonald’s creative account for almost 50 years. Earlier this year, Mumbrella revealed that the brand had consolidated its account with the agency, moving the social and digital responsibilities across from VMLY&R.
DDB’s recent work for McDonald’s has explored how the restaurant means different things to different customers, such as the significance of a family meal, being a landmark in any city or town, and its presence in important life moments.
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McDonald’s Australia’s director of marketing, Jo Feeney, said the new TVC reflected the importance of family connection.
“We know that when people discover something new that they love, they want to talk about it and encourage family and friends to try it too,” Feeney said.
“Our new campaign taps into this human insight to share a story of family connection through Macca’s new chicken menu. We’re proud of the unique relationship we have with Australians and will continue to highlight these moments as part of our wider brand positioning.”
DDB Sydney’s chief creative officer, Tara Ford, said moving day was a McDonald’s staple.
“There are times when Aussies naturally turn to Macca’s – moving day being one of them. The story at the heart of this campaign showcases the small and simple gesture of sharing, which seems particularly fitting for the times,” Ford said.
The TVC is set to a cover of the New Radicals’ ‘Get What You Give’, by Natalie Nicoles.
The promotion of the new McDonald’s chicken menu also includes the launch of a bespoke Snapchat filter and outdoor campaign.
Credits
Client: McDonald’s Australia
Creative Agency: DDB Sydney
Media Agency: OMD
Production Company: Scoundrel