Pickle juice? Weird – unless you play sport. The sight of pickle juice on sports fields and changing rooms is increasingly common. Pickle juice has become a go-to for players dealing with cramps mid-game, with the salty brine believed to trigger a neural reflex that stops the cramp.
So McDonald’s (Macca’s) NZ has teamed up with Auckland FC to bring pickle juice to its sidelines. For the first time, leftover pickle juice from Macca’s kitchens has been bottled up and put to good use on the football pitch – an idea by McCann NZ.
Macca’s has worked with the club’s sports and nutrition team to supply pickle juice to Auckland FC players. Spectators to recent matches would have been able to spot it on the sidelines and in the hands of players like defender, Dan Hall. The trial is not only for the pros, with over 40s sports teams across Aotearoa also having the chance to get their hands on their own supply.
Through Macca’s social channels, players were able to go into the draw to win some pickle juice by tagging their football team and club, because no one likes being left in a pickle on game day.
Simon Kenny, head of impact and communications at McDonald’s New Zealand, commented, “We kept spotting players reaching for pickle juice during games and thought, we’ve got plenty of pickle juice in our kitchens. This felt like a simple way to lean into our community and professional sponsorships with something novel and potentially a McDonald’s world first.”
McCann executive creative director, Rory McKechnie, added, “Great ideas can come from noticing weird, brilliant things happening in culture and turning them up. Macca’s pickles are undeniably iconic so when we noticed players were reaching for pickle juice, we knew it was a behaviour we should be part of. This campaign is fun, smart and if it keeps even one player from a cramp-induced meltdown, that’s a win on and off the pitch.”
The campaign was supported via an activation onsite at an Auckland FC match, social content and creator partnerships, as well as earned media.
Credits:
Client: McDonald’s New Zealand
Marketing Director: Luke Rive
Head of Brand and Media: Leigh Benvie
Head of Communications: Simon Kenny
Agency: McCann NZ
PR: FleishmanHillard Aotearoa
DOP, Editor & Post Production: Taylor Prichard
Media Agency: OMD
