McDonald’s will pay homage to the Aussie habit of shortening names by changing its famous golden arches signage to ‘Macca’s’.
The ‘Macca’s’ name will be adopted at select restaurants around the country and is part of the fast-food chains Australia Day advertising campaign.
Mark Lollback, chief marketing officer of McDonald’s Australia, said the campaign celebrates the brand's place in the Australian community.
“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,” Lollback said.
“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?”
The name-change PR stunt, which takes place this week, is the finale of the brand’s integrated Australia Day campaign which was also used to launch the new Aussie Tastes menu.
The marketing activity includes TV, digital, print, outdoor, PR and social media executions.
Cam Hoelter, creative director at DDB Australia, added: “From the smallest crew member tags, to national TVCVs, right up to physically renaming the famous Golden Arches signs right around the country to ‘Macca’s’, this idea runs fluently across all touchpoints and is truly unique to McDonald’s in Australia.”
The Macca’s signs will be in place from this week until February 4 when they will return to normal.
Credits: client McDonald’s Australia, media OMD, media relations PPR Sydney, Mango Melbourne, Rowland, Hughes PR and PPR Perth, creative agency DDB Australia, executive creative director Dylan Harrison, creative directors Cam Hoelter and Richard Morgan, creative team Adam Ledbury and Guy Lemberg, planning director David Chriswick, agency producer Amy Hansen, designer Domenic Bartolo, production house Jungle Boys, post production Cutting Edge, musi Song Zu, director Scott Pickett, producer Nick Simkins, signage Coates Signco.