Macadamia nuts are native to Australia, but rarely used. The nuts are delicious but their cost is high and other nuts are getting all the attention right now. McDonald’s is a brand that everyone knows and millions use. So Sydney creative agency, Hopeful Monsters, has attached macadamias to that brand with a daring campaign that challenges McDonald’s claim to fame – that it’s the Original Macas. (For overseas readers, McDonald’s is known as Macca’s in Aus.)
The Australian native nut has been around for over 60 million years.
The campaign, that supports all Australian growers while it promotes macadamias, launched with a tongue-in-cheek billboard outside McDonald’s in St Peters, Sydney featuring macadamia grower, Michael “Maca” McMahon.
In paid, owned and earned channels, well known maca and Australian TV host, Sam Mac, come onboard to show his support, while parody menu items The Original Macas Burger and Macas Mylkshake showed off the versatility of macadamias via media and creators.
“With most nuts talking up their health benefits, we needed a different angle to generate attention and show up in interesting ways,” stated Katie Barclay, chief executive officer of Hopeful Monsters. “It turns out, most Aussies are unaware that macadamias are native to Australia and with them affectionately known as Macas, the Original Macas campaign was born, having a playful pop at a true Aussie staple.”
“Macca’s might be synonymous with the big golden arches, but macadamias have a 60 million year head start here in Australia,” added Jacqui Price, marketing manager, Australian Macadamia Society. “By celebrating The Original Macas, Aussies are supporting local growers, but they are also supporting better health for themselves and the planet. We hope that shining the light on macadamias as a native ingredient will inspire more Aussies to discover our native nut.”
