In a new campaign to herald the arrival of the iconic purple Grimace Shake, McDonald’s and DDB are heading out on a Kiwi road-trip.
The campaign features Grimace, McDonald’s world-famous purplest character, hitting the road with Kiwi mate, Joe Daymond, in the purple, furry Grimace wagon. Together, they visit some of New Zealand’s most special landmarks and drop in at various McDonald’s restaurants to ensure Kiwis get a taste of the limited edition special shake.
“In markets around the world, the very purple Grimace Shake has become a viral phenomenon,” said Luke Rive, marketing director McDonald’s New Zealand. “We wanted to make sure that when it hit New Zealand, New Zealanders would have a reason to get excited about it and make the friendly Grimace feel right at home. This campaign adds just the right Kiwi flavour to the iconic shake.”
Chief Creator Officer DDB Gary Steele said the whole building wanted to work with Grimace. “It really brought out the inner child in all of us, and teams across every area of the Group put their hands up to get involved and work with this McDonald’s icon”.
Up for the challenge to introduce Grimace to Aotearoa, DDB Managing Partner, Karla Fisher said, “There is something so inherently Kiwi about a roadie, and we Kiwis are a friendly bunch; we love to welcome visitors from foreign shores and to show off what’s uniquely ours. Taking Grimace on the road felt like a no-brainer. Like the shake itself, a trip around New Zealand is all about expecting the unexpected.”
Kiwis are being invited to keep an eye on the Macca’s app and social media platforms to follow Grim and Joe’s roadie. In a world first, Grimace is taking over the McDonald’s app, and turning it into his own social network.
Launching on October 23 with a full-bodied campaign, the very purple shake is only available for a limited time and Grimace can’t wait to share ‘shakeys with Kiwis’ up and down the motu.
Client credits:
Marketing Director – Luke Rive
Head of Brand and Media – Leigh Benvie
Senior Brand Manager – Laura Lloyd
Agency credits:
DDB Group - DDB, Mango, Track
OMD
Fuse
Akcelo
Production Company – Waitemata Films
Director – Mike Oldershaw
Producer – Julie Elstone
DOP – Duncan Cole
Offline Editor – Ben Chesters
Online – Leoni Willis
Grade – Clare Burnlinson
