McDonald’s Australia has this week launched the next iteration of their highly successful and very Un McDonald’s Create Your Taste (CYT) campaign, via DDB Sydney.
At the core of the campaign is an emotive online film, set to Meatloaf’s iconic “I’d do anything for love”. The campaign highlights the lengths parents will go to for their children, while reminding them that with McDonald’s CYT – even if just for a moment – they can indulge their grown up side while enjoying time with their children.
The campaign launched nationally on Sunday with the content film, while TV, radio, OOH, digital, CRM, social and PR components will commence late this week and showcase the new CYT ingredient options available, including gourmet crispy chicken, Tasmanian brie and halloumi from Cyprus.
Jo Feeney, director of marketing, McDonald’s Australia commented: “This latest Create Your Taste (CYT) campaign perfectly celebrates the restaurant that we are – a place where there is something for everyone in the family.
“The insight behind the campaign highlights the role McDonald’s CYT plays for the modern family, where parents are often focused on pleasing the kids to the extent they even start living the lives of their children – from the games they play and the shows they watch to the food they eat. With our CYT offering, we’re able to give mum and dad a way to indulge their grown up side and enjoy gourmet ingredient combinations.”
DDB Group Sydney, CCO, Toby Talbot, said: “It takes a brave client to buy a line like ‘How very unMcDonald’s’, and an even braver one to buy a spot with a big emotional story at its heart. There are some amazing universal truths about fathers and daughters, and this spot really taps into them.
“Kudos to McDonald’s for believing in the idea and to our director, Noah Marshall, for bringing the story to life.”