McDonald’s embraces nickname ahead of Aussie Day in integrated campaign via DDB Australia
Australia: McDonald’s and DDB Australia have today launched the final installment of an integrated campaign created to celebrate Australia Day at McDonald’s and launch the new Aussie tastes menu.
The campaign centres on celebrating McDonald’s Aussie nickname – Macca’s, culminating in the changing of the famous Golden Arches McDonald’s signage to ‘Macca’s’ at select restaurants across Australia. The campaign brings the idea to life through TV, digital, print, outdoor, PR and social media executions.
Says Cam Hoelter, DDB Australia creative director: “Being given a nickname in Australia is one of the ultimate compliments, so when we were asked to create a campaign for Australia Day, we thought why not celebrate this by not only acknowledging the nicknames Aussies give each other, but also the one Australia has given McDonald’s – Macca’s.
“From the smallest crew member name tags, to national TVCs, right up to physically renaming the famous Golden Arches signs right around the country to ‘Macca’s’, this idea runs fluently across all touch points and is truly unique to McDonald’s in Australia.”
Says Mark Lollback, McDonald’s Australia, chief marketing officer: “We are thrilled with this integrated response from DDB Group, not only does it successfully showcase our Aussie tastes range, it also celebrates our place in the Australian community, including our ‘Aussie-only’ nickname – Macca’s. It’s great to be able to achieve this in one seamless campaign that runs across PR, social media, TV, digital, print and outdoor touch points.
“We’ve been a part of Australia for over 40 years now and we’re incredibly proud to embrace the nickname Australians have given us. What better way to show Aussies how proud we are to be a part of the Australian community than incorporate the name the community has given us across all our channels, even our signs?”
Stores around Australia will be changing signage this week as part of Australia Day celebrations. McDonald’s signage will return to each site from February 4th 2013.
McDonald’s Australia:
Chief Marketing Officer: Mark Lollback
Vice President Marketing: Madeleine Fitpatrick
Marketing Manager: Zipporah Allen
Senior Brand & Strategy Manager: Paul Pontello
Media Relations Manager: Skye Oxenham
DDB Group:
Executive Creative Director: Dylan Harrison, DDB
Creative Directors: Cam Hoelter and Richard Morgan, DDB
Creative Team: Adam Ledbury and Guy Lemberg, DDB
Managing Partner: Richard Morewood, DDB
Planning Director: David Chriswick, DDB
Senior Business Director: Sara Tomonari, DDB
Senior Business Manager: Melinda Parris, DDB
Head of Media Relations Strategy: Tina Alldis, Mango Sydney
Media Relations Team: James Duffy and Chelsea Lamond, Mango Sydney
Agency Producer: Amy Hansen, DDB
Designer: Domenic Bartolo, DDB
Partners
Director: Scott Pickett
Producer: Nick Simkins
Production House: Jungle Boys
Post Production: Cutting Edge
Music: Song Zu
Media: OMD
Media Relations: PPR Sydney, Mango Melbourne, Rowland, Hughes PR and PPR Perth
Signage: Coates Signco