Bondi (Bell’s, Surfer’s Paradise, Noosa, Byron) beach. Gym or bust. Parties aplenty. Macca’s run? Summer is the season of permissibility, and at the end of a tough year for most Australians, DDB Sydney and McDonald’s invite the nation to sit back, relax, and enjoy some feel good moments.
The idea is born of the truth that when someone says, “Macca’s run?” you can’t say no, and the campaign celebrates the 1,001 reasons that Aussies choose to go to Macca’s over summer.
The campaign kicked off with a teaser phase where the two iconic words popped up on ads around streets, screens, beaches, social feeds and beyond. In an Australian first, Tom Sharpe, one of Australia’s biggest food and adventure influencers, went live on socials inviting more than 18 million Aussies to join him on a live Macca’s run, followed by other Influencers sharing their own runs with their fans.
All summer, as the nation responds to the question, their reasons for a Macca’s run will be celebrated across TV, BVOD, out-of-home, social and digital channels – all used to support the new Macca’s Summer menu, featuring new menu items such as the Hawaiian burger range, the world-first Cherry Ripe McFlurry, plus other returning favourites still to be announced.
OMD’s media buy uses key talent across podcasts, radio and the Nine Network’s Today Show to kick off conversations across the nation. Included is Ricki-Lee, Tim & Joel’s reason registry on the Nova 96.9 Drive show, where they will be asking the nation to call a Macca’s Hotline to share their weird and wonderful reasons for a Macca’s and will broadcast the best. Macca’s Run will also extend across the country with two key partnerships in sport and entertainment, taking to the I’m A Celebrity Get Me Out of Here jungle once again on Network 10, as well as partnering with Fox Cricket as the official partner of Brett Lee’s legendary band, Six & Out.
McDonald marketing director, Amanda Nakad, stated, “It’s the season of Macca’s runs and we’re celebrating all the fun ways our customers engage with us over the silly season and importantly, during their Aussie Summer road trips. It’s designed to drive trial of our exciting new Summer menu and we are thrilled to see it in market thanks to our agency village.”
Matt Chandler, DDB Sydney chief creative officer, added, “The phrase ‘Macca’s Run’ already exists in culture, we just needed to tap into it in a fun, modern and energetic way. I love how alive this campaign is, constantly evolving along with every new reason to run that’s uncovered.”
Phase two of the McDonald’s Summer campaign is set to launch in early January, along with more limited edition Summer range menu items.
Credits
Client: McDonald’s Australia
Creative Agency: DDB Group Sydney
Media Agency: OMD
PR Agency: Mango Communications
CRM: Digitas
POS: Akcelo
Production Company: Scoundrel
