Breakfast rules at McDonald’s Australia. Wieden+Kennedy Sydney’s second campaign for the fast food chain work is grounded in a relatable fan truth, “I only go to McDonald’s for the breakfast”, and speaks to a subsection of fans who view the restaurants as a tried-and-true breakfast company.   

Brekkie Comes First celebrates Macca’s breakfast menu as the most important time in a brekkie fans’ day, leading with a 30-second spot, Delicious Heartache, by Revolver’s Taso Alexander, that ignitesMacca’s brekkie FOMO, its emotive power enhances by its underscoring, Roxette’s It Must Have Been Love.

Then, to celebrate McGriddles coming to Australia, the campaign highlights the global fan favourite breakfast sandwich with the spot, Most Important Meal, highlightinghow Macca’s is the only place where fans can get a burger with pancakes as buns.

This extends with witty OOH to promote this message as well as Macca’s range of breakfast items with messages such as, “Nothing Good Ever Happens After 4 am…Oh Wait”,  “McGriddles Are Here, Tell Greg” and “Don’t Sleep On It”. 

In social, the campaign builds on the ‘80s ballad theme with love song dedications to Macca’s brekkie icons and also includes a suite of hopecore memes that tap into that blissful moment one does make the brekkie window.     

The full campaign covers TV, online video, social, OOH, radio, as well as through sponsorships, in-store and on the MyMacca’s app.

“For plenty of people, the best bit of Macca’s is brekkie. To them, breakfast really does come first. And it sucks to miss it,” stated Roy Leibowitz & Chris Wilson, group creative directors, W+K Sydney. 

“It was great to take a global insight and put our own Aussie twist on it. Tonally, this feels like the right sort of space for us to play in,” added Matt Owen, managing director, W+K Sydney.

Credits:
Client: Macca’s 
Agency: Wieden+Kennedy Sydney
Director: Taso Alexander
Production Company – Film: Revolver
Post Production: The Editors
Sound: Rumble
Music Supervision: Trailer Media
Media Agency: OMD
In-store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications