It’s mysterious and rather epic. Wieden + Kennedy’s first campaign for McDonald’s is a treasure trove of content, beginning with mysterious OOH to keep Macca’s customers guessing on what’s to come. The work speaks to chicken lovers across the nation as Macca’s enters into a new golden era of chicken with permanent menu item, Chicken McWings.
Cryptic billboard teasers have been popping up across major cities in Australia, featuring a hidden message disguised in the nostalgic Microsoft font, Wingdings. The billboards have been enticing fans to try and decode what this secret message could mean…until the final reveal. They message is “Peak Chicken Is Upon Us”.
Quickly following the obscure billboards, the campaign continues with McDonaldland character, Mayor McCheese, with a formal press conference to officially launch Chicken McWings to the nation. The campaign also includes two supplementary films, A Great Legacy and Historians:
…as well as additional OOH, and social and radio content comparing this historic moment to other iconic eras like Cleopatra, the Renaissance and when dinosaurs walked the earth.
The McWings campaign is rooted in a simple fan truth, Macca’s isn’t the first place you think of when you think of chicken. But now there has never been a better time to be a chicken fan at Macca’s with a new and improved menu of chicken items.
Additionally, Macca’s and W+K dropped another set of work that caters to coffee lovers across the nation as a new McCafé blend hits restaurants nationwide. To help Macca’s enthusiasts start their mornings right, W+K leaned into another relatable fan truth, You come for the McMuffin, but you can’t pass on the coffee.
This campaign consists of two spots, Coffee First and Yawn:
The 15-second spots can be seen on broadcast and online, and the work also includes radio, social and influencer content, as well as OOH placements.
“It’s been a while since we have added something new to the permanent menu, but the response to Chicken McWings during the trial made it clear: Aussies want more chicken options with their order.
“Chicken McWings are now claiming their spot next to other legends like the McChicken, McSpicy, McCrispy and Chicken McNuggets. It’s the golden era of chicken at Macca’s – and we’re just getting started,” stated Amanda Nakad, marketing director of menu and brand, McDonald’s Australia.
“It’s been brilliant how we have been welcomed into the agency village, with all the agencies helping us to get up to speed and sharing their learnings on the brand. They’ve also given us the space and permission to bring fresh eyes and that excitement that only comes from being the newest kid on the block,” added Matt Owen, managing director, W+K Sydney.
“Macca’s has been awesome forever. Now with the launch of their delicious Chicken McWings, and McCafé new blend, they’re even more awesome. A new era has arrived, and we couldn’t be more excited to be part of it,” commented Roy Leibowitz & Chris Wilson, group creative directors, W+K Sydney.
Peak Chicken Credits
Client: Macca’s
Agency: W+K Sydney
Director: Kyra Bartley
Production Company – Film: Finch
Photographer: Bonnie Combe
Production Company – Stills: Photoplay Photography
Sound House: Rumble
Media Agency: OMD
In Store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications
McCafé New Blend Credits
Client: Macca’s Agency: W+K Sydney
Director: Jakob Marky
Production Company – Film: The Sweetshop Films
Photographer: Bonnie Combe
Production Company – Stills: Photoplay Photography
Sound House: Rumble
Media Agency: OMD
In Store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications
