The new "Made for Family" campaign acknowledges what it's like to be a parent in this day and age.
McDonald's Australia is speaking to its heartland, families, in its latest campaign via DDB Sydney launched during State of Origin last night.
Says Jo Feeney, marketing director, McDonald's Australia: "McDonald's, at its heart, is all about families and this campaign is about celebrating real family life in Australia. As a brand we play a role in making life a little easier at times, we can empathise with parents as they navigate the day to day. Made for Family is core to what Macca's stands for."
Says Nicole Taylor, managing director, DDB Sydney: "We're really proud of the collaborative and long standing relationship that DDB and McDonald's have. This campaign is the newest product in that fantastic partnership, and takes the focus back to McDonald's heartland.
"We know being a parent can be hard, particularly during times of upheaval. But McDonald's can be a little sanctuary in all that chaos."
Says Fran Clayton, chief strategy officer, DDB Sydney: "This campaign is a little empathetic nod to parents everywhere - celebrating modern day Australian families and their everyday lives, contrasting moments of stress with moments of ease and familiarity. It's empathetic and authentic.
"McDonald's is a storytelling brand, a feel good brand - not just another food retailer."
McDonald's CMO Jenni Dill Director of Marketing Jo Feeney Group Brand Manager Elise Sproll Brand Manager Amanda Belz Marketing Intern Tammy Troung
DDB CCO Ben Welsh Creative Partners Sian Binder Dave Govier Creative Partners Vince Osmond Jade Manning Managing Director Nicole Taylor Group Account Director Lisa Hauptmann Business Director Andrew Inman Strategist Fran Clayton, Caroline Ghatt, Anna Bollinger Head of Integrated Content Sevda Cemo Lead Senior Producer Tania Jeram
Production Company: FINCH Director Patrick Hughes Managing Director Corey Esse Producer Kate Merrin Camillia Mazzaferro DOP: Jeremy Rouse
Post Production Editor: Adam Wills, Adam Wills Colourist Trish Cahill, The Refinery Flame Operator: Drew Downes, The Refinery Producer Amelia Bromley, The Refinery