You’ve seen those “where our ingredients come from” commercials. They’re nearly always very pretty, but a farmer standing in a paddock is like any other farmer standing in a paddock. Do you remember what any of the brands were?
You’ll remember this one. DDB Aotearoa and Macca’s New Zealand have “teleported” a bunch of Kiwis in their car to farms across New Zealand – and even into the Tasman Sea – to show them where their Macca’s comes from. And there’s even a fun story. Each time one of the young Kiwis asks where their food comes from, they’re teleported to a new destination. Getting out of the Tasman Sea adds drama. Plus they end up, in their car, at the top of an apple tree.
It’s a wonderful way to do something that’s actually quite difficult – show people that fast food has some goodness in it.
Gary Steele, executive creative director, DDB Aotearoa, stated, “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, added, “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 is running as a with a 60-second, a 30-second and four 15-second TVCs in New Zealand, and is supported by cinema, magazine, eDM, outdoor, digital/web, social media, PR and in-store.
Credits:
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 Company: FINCH
Director: Bobbsey Twins
Executive Producer: Bex Kelly
Production Producer: Nikki Walker
DOP: John Toon
Post Production: Stu Bedford @ Nakatomi
Production Designer: Chris Elliot
Audio: Craig Matuschka, Liquid
Photographer: Troy Goodall
Digi Assistants: Gavin McGregor & Mark Barber
Agent: Jessie Turney @ Match Photographers
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
