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McDonald’s New Zealand Teleports Viewers Straight to the Source in New Advert

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Campaign developed by McDonald's agency partner DDB Aotearoa sees customers take a Back to the Future-esque trip
McDonald’s New Zealand Teleports Viewers Straight to the Source in New Advert

DDB Aotearoa and Macca’s New Zealand have taken viewers on a scenic tour of the iconic restaurant’s local supply chain in a bid to highlight the quality Kiwi ingredients that make up the much-loved menu.

The new campaign, Ordered from here, is led by a 60 second TVC which begins with a carload of young Kiwis making their way to the golden arches Drive Thru. These four mates are sharing a bit of banter and pondering the big stuff when one asks: “What’s in the beef patties?” kicking off a Marty McFly-esque tour of the motu.

Macca’s New Zealand is particularly proud of its long-term support for quality local food producers and this campaign stems from a desire to share that story with Kiwi audiences who may not be aware of it.


In a sea of same-same food provenance communications, the challenge was to tell that story in a way that was both informative and entertaining.

Says Gary Steele, ECD, DDB Aotearoa: “The fact that Macca’s get their potatoes from Ashburton is a great message but telling someone your potatoes come from Ashburton without putting them to sleep is a real task. We wanted to share Macca’s great provenance story in a way that got the point across without feeling like a guided tour of the supply chain that the viewer didn’t sign up for.”

McDonald’s New Zealand head of communications, Simon Kenny, says the question of what ‘really’ goes into the Macca’s menu comes up all the time, and there’s a great story to tell: “McDonald’s New Zealand’s Ordered from here is a fun, light-hearted exploration of where our local ingredients are sourced. The new TVC takes a fantastical approach to tell our food quality and provenance story, which is a bit different to what we’ve done in the past. Beyond the TVC we then have more depth to the story told across other channels for those who want to find out more.”

McDonald’s New Zealand’s Ordered from here campaign launches with a 60, 30 and four 15 second TVC, and is supported by cinema, magazine, eDM, outdoor, digital/web, social media, PR and in-store.

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Client

Client: McDonald’s New Zealand

Marketing Director: Luke Rive

Head of Marketing: Deb Fell

Head of Comms: Simon Kenny

Senior Brand Manager: Nikki Jeffcote

Brand Manager: Stef Phillips

Agency

Creative Agency: DDB Aotearoa

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Gary Steele

Creative Director: Ben Pegler

Art Director: Gareth Rice

Copywriter: Geordie Wilson

Lead Business Partner: Karla Fisher

Business Director: Keshvi Lal

Senior Business Manager: Kristina Lindsay

Chief Strategy Officer: Rupert Price

Strategy Director: Charlotte Marks

Television Producer: Charlotte Glennon

Stills Producer: Julz Lane

Production

Production Company: FINCH

Executive Producer: Bex Kelly

Production Producer: Nikki Walker

Director: Bobbsey Twins

DOP: John Toon

Post Production: Stu Bedford, Nakatomi

Production Designer: Chris Elliot

Audio: Craig Matuschka, Liquid

Stills

Photographer: Troy Goodall

Digi Assistants: Gavin McGregor & Mark Barber

Agent: Jessie Turney at Match Photographers

Genres: Storytelling

Categories: Fast food, Retail and Restaurants

DDB New Zealand, Mon, 29 Mar 2021 01:29:39 GMT