‘They’re going to LOVE it’: McDonald’s celebrates Australian launch of the Grimace Shake
After first launching in the US last year, the Grimace Shake is finally here.
To celebrate the local launch of the shake in Australian restaurants from Friday, McDonald’s has launched an integrated brand campaign, developed by brand experience and innovation company, Akcelo.
The ‘Very Important Purple’ campaign gives the introduction to Australia that Grimace deserves, complete with a rockstar welcome.
“Grimace has been making fuzzy waves around the globe and now it’s our turn to celebrate,” McDonald’s Australia marketing director, Amanda Nakad, said.
“The Grimace Shake is fun, vibrant and bursting with flavour. It’s a tribute to Grimace and the joy he’s brought to Macca’s
fans over the years.
“So buckle up – we’re finally giving Aussies what they’ve been waiting for and we know they’re going to LOVE it.”
The campaign kicked off with a teaser during last weekend’s AFL grand final and a baggage carousel takeover at Sydney Airport, however from Friday, it will be available in restaurants nationwide, as well as via TV, cinema, digital, OOH, social, in-restaurant experience, activations, CRM, influencer and PR.
“Macca’s fans of every generation adore Grimace, so his arrival here is a big deal,” Oskar Westerdal, Akcelo creative partner said.
“With this campaign we’ve captured the unfiltered excitement of the Aussie public and Macca’s own crew, a feeling beautifully brought to life by India Harris (Rabbit) and Juliet Taylor (Pool Collective), and all our production partners.”
Akcelo CEO, Aden Hepburn, added: “This project has brought so much joy to every corner of Akcelo. From our restaurant experience and packaging design team, to our strategists, creatives and producers – everyone simply can’t help but love Grimace, and we are thrilled to have been tasked with creating this incredible campaign in his name.”
Credits:
Client: McDonald’s Australia
Chief Customer Officer: Chris Brown
Marketing Director: Amanda Nakad
Senior Brand Manager: Maxine Netrayana
Assistant Brand Manager: Samantha Lau
Creative Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partner: Oskar Westerdal
Creative Team: Ilya Aronovich & Misha McDonald, Brandon Piggott & Justin Borromei
Account Management: Max Bennett, Lea Nguyen & April Tunstall
Senior Producer: Stephanie Ceccaldi & Edward Krause
Creative Lead, Restaurant Experience: Paul Critchley
Design & Motion: Dan Martin, Stephen Au & Benny O’Shea
Chief Strategy Officer: Dave Di Veroli
Strategist: Sarah Tan
Chief Executive Officer: Aden Hepburn
Production:
Director: India Harris, Rabbit
Producer: Karen Bryson, Rabbit
Post: The Editors
Sound: Rumble Studios
Photography: Juliet Taylor, The Pool Collective
Media: OMD
PR & Influencer: Mango
CRM: Digitas
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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