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.

http://www.youtube.com/watch?v=nILh3lFJiWU