Australia is a big country, and as a result, has a number of ‘big’ things scattered around our big country. The Bib Banana, Big Prawn, Big Merino and even the Big Potato (or pile of dirt, we’re not sure), all have a place in our hearts.
But this Australia Day, McDonalds is getting in on the action, bringing us its own version of a true Aussie hero enshrined in ‘big’ status, via an integrated campaign from DDB Sydney, Eleven, OMD and VML Australia.
Maccas is showing the love to local legends who produce the ingredients that go into the Big Mac in the biggest way they can, launching the ‘Down Under Big Big Mac’ as part of Australia’s famous list of ‘big things’. Don’t worry, it won’t actually be made of the normal Big Mac ingredients (we hope).
The towering tribute, over eight metres tall and over 18,500 times the volume of a real Big Mac, will be added to the map, thanking the Aussie farmers that make the iconic Big Mac so great.
A two-minute film has also been produced by Eleven for use across Macca’s owned channels and editorial purposes. The film educates people on three of the farms involved in the supply of ingredients for the Big Mac, as well as construction footage of the Down Under Big Big Mac:
The Down Under Big Big Mac will launch in the agricultural hub of Tamworth, NSW, and will be unveiled at sunrise on Australia Day (Thursday 26 January 2017).
Jo Feeney, director of marketing at Macca’s, said, “With locally sourced beef, lettuce, pickles and wheat, it’s our homegrown ingredients that help make the Big Mac an Aussie favourite. We think the Down Under Big Big Mac is a fitting way to say thanks to our Aussie farmers and suppliers in Australia.”
Col Murray, Tamworth Region Mayor, added, “We’re incredibly excited to welcome the Down Under Big Big Mac to Tamworth. Agriculture is at the heart of our community with farmers taking great pride in supplying the tastiest and best produce.
“The Down Under Big Big Mac is a great way to say thanks to the farmers here in Tamworth and across the country who help keep Australian agriculture prosperous.”
Those in Tamworth will be able to get a bite of the action, by heading to Waler Park (Kable Avenue) and snapping a pic with the ‘you-beaut’ monument on Australia Day.
The campaign will also be leveraged on social by VML Australia with customers being encouraged to give their own nod to the country’s farmers by enjoying their Big Mac ‘Down Under’ style, upside down, and sharing a snap this Australia Day.
Aussies further afield can give their own nod to the country’s farmers by enjoying their Big Mac ‘Down Under’ style, upside down, and sharing a snap on social this Australia Day.
Director of Marketing: Jo Feeney
Group Brand Manager: Elise Sproll
Senior Brand Manager: Lauren Bolton
Corporate Communications Manager: Skye Oxenham
PR Agency: Eleven
Creative Director: Russ Tucker
Creative Team: Alex Haack & Scott Maggs
Senior Content Producer: Amanda Cairns-Cowen
Animator: Etienne Ancelet
Managing Director: Roberto Pace
Group Account Director: Fiona Milliken
Account Director: Tom Cummings
Planning Director: Jonathan Deves
Production Company: BOLT CONTENT \ Blunt Gorilla
Construction Company: Big Kahuna Imagineering
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Creative Partners: Jade Manning, Vince Osmond
Art Director: Trong Ronakiat
Copywriters: Shane Geffen, Guilherme Machado, Carolina Pinheiro
Designers: Paul Jansen, Alan Lippert
Senior Digital Producer: Jayde Smith, Emma Fyfe
Managing Director: Nicole Taylor
Group Business Director: Lisa Hauptmann
Business Director: Laura Dewey
Senior Business Manager: Nicole Drabsch
Chief Strategic Officer: Fran Clayton
Planning Director: Caroline Ghatt
Media Agency: OMD
Chief Strategy Officer: Lee Ramsay
Account Director: Anna Higgins
Account Manager: Jessica Severino