In 1991, McDonald’s launched the Kiwiburger with a song. The burger consisted of a 113 gram beef patty, griddled egg, beetroot, tomato, lettuce, cheese, onions, mustard and ketchup. The burger was also sold in Australia under the name McOz (minus the egg).
Both were enormously popular. The song was an anthem to Kiwi culture at the time.
The country had a population of just 1.2 million then and Wellington had just gained access to the internet. Much has changed and although Kiwis still love rugby, world peace and kauri trees, that list has grown. So a new Kiwiburger song has been created by DDB New Zealand. It’s 90 seconds long, rather than30 and the things Kiwis love is considerably broader. The video also includes famous Kiwis such as Anika Moa, Troy Kingi and Tami Neilson.
Gary Steele, executive creative director, DDB New Zealand, added, “The reason the Kiwiburger song has resonated for three decades is because it tapped into the national psyche and reflected who we were. It was an exciting challenge to take an icon and reimagine it for the Aotearoa of today.”
Jo Mitchell, marketing director, McDonald’s New Zealand, commented, “We are a proudly diverse nation. We wanted to ensure the Kiwiburger song encapsulated the modern New Zealand. That’s why we’re pleased to be able to reimagine a classic Kiwi anthem in a manner that better reflects who we are.”
In addition to updating the Kiwiburger anthem, McDonald’s is rolling out three new Kiwiburgers – Kiwiburger Chicken, Kiwiburger Veggie, and Kiwiburger Bunless will be joining the original Kiwiburger Beef. All feature the famous beetroot and free-range egg, which also makes it unique in the McDonald’s world.
The 90-second Kiwiburger music video will be supported with a 30-second TVC, OOH, digital/mobile, social, radio and PR.
Credits:
Agency: DDB New Zealand
Regional Chief Creative Officer, AUNZ: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Directors: Matt Williams, Freddie Coltart & Ben Pegler
Lead Business Partner: Karla Fisher
Senior Business Director: Mitch Young
Business Manager: Kristina Lindsay
Chief Strategy Officer: Rupert Price
Agency Producer: Charlotte Glennon
Directors: THUNDERLIPS
Executive Producer: Nik Beachman
DOP: Eoin O’Liddy
2nd Unit Director: Félix Vaunois
Art Director: Peter Marshall
Stylist: Kylie Strathdee
Editor: THUNDERLIPS & Tim Mauger
Post: Blockhead
Colourist: Dave McLaren
2D Artist: Ritchie Betts
Composer & Music Producer: Murray Grindlay
Additional Recording: Andy Lynch & Hum Studios
Music Engineer: Nic Manders
Audio Project Management: Jonathan Mihaljevich
Audio Post: Cole Goodley @ Franklin Road
Media: OMD
Social Media: Fuse
Direct: TRACK
PR: Mango
In Store: GuihenJones
Client: McDonald’s New Zealand
Marketing Director: Jo Mitchell
Head of Marketing: Deb Fell
Senior Brand Manager: Laura Youngman
Brand Manager: Naomi Reynolds
