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McDonald's Australia Highlights Aussies' Unique Macca’s Traditions in Latest Campaign

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Campaign from DDB Sydney celebrates brand’s 50th Australian birthday

McDonald's Australia Highlights Aussies' Unique Macca’s Traditions in Latest Campaign

Aussies' unique Macca’s traditions – like dipping fries in sundaes, enjoying a wedding day McDonald’s burger, and bunny-hopping through the Drive-Thru on your P Plates – are the focus of the restaurant’s 50th birthday campaign from DDB Sydney.

The hero TVC celebrates the role Macca’s has played in Aussie lives and Aussie culture since its first local restaurant opened in Yagoona in 1971. 

A second brand TVC thanks Macca’s crew members past and present who have kept the doors open for 50 years, and, like the hero film, is set to Daryl Braithwaite’s iconic Aussie tune, The Horses.

The 10-week integrated campaign is running across TV, OOH, social, digital, print, and radio. 

OOH and print executions honour the perfect pairing that is Drive-Thru and a road trip, and acknowledges that while ‘We arrived as McDonald’s, you made us Macca’s’. 

Macca’s has pulled out all stops to mark the milestone birthday, launching limited time food items including the Birthday Cake McFlurry, exciting activations, and merch collaborations with iconic Aussie designers.

McDonald’s Australia national marketing manager Amanda Nakad said: “Aussies have welcomed Macca’s into their lives for 50 years – from birthday parties and road trips, to late night snacks and post-match feeds. Combined with our crew, they made us who we are today."

The brand’s 50th Australian birthday also marks McDonald’s 50th anniversary with its creative agency, DDB. 

DDB Australia chief creative officer Ben Welsh said: “Macca’s brought the Drive-Thru, Australia brought the road trip. Thanks for 50 years of Happy Meals and Hash Browns.”

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Credits

Client: McDonald’s Australia

Chief Marketing Officer: Chris Brown

National Marketing Manager: Amanda Nakad

Senior Brand Manager: Nichole Tsiros

Creative Agency: DDB Sydney

PR: Mango Communications

Media: OMD

CRM: Digitas

In-Restaurant: Guihen Jones

Partnerships: The Joester Loria Group

Promotional Merchandise: The Marketing Store

Genres: Comedy, People

Categories: Fast food, Retail and Restaurants

DDB Sydney, Mon, 12 Jul 2021 11:02:00 GMT