With the start of the 2026 AFL and NRL seasons, McDonald’s Australia has welcomed fans back to footy season with ‘McDelivery. Well Played’, a new campaign promoting 99c delivery fee via the MyMacca’s app and positioning McDelivery as the smartest play you can make on game day.
With most footy fandom happening at home, the campaign positions McDelivery as a convenient game-day solution that lets fans stay focused on the action without needing to leave the house. McDelivery is framed as “well played” for match day, with the creative highlighting the 99c Delivery Fee when ordering via the MyMacca’s app.
The campaign rolls out across six TVCs featuring AFL and NRL talent including players from the South Sydney Rabbitohs, Brisbane Broncos, Parramatta Eels, Newcastle Knights, Sydney Swans, Brisbane Lions, Geelong Cats and Western Bulldogs, alongside fan favourites Dan Gorringe and Trent Cotchin, with commentator Brian Taylor also appearing.
Set across the places where footy culture plays out, from locker rooms and podcast studios to the couch at home, each spot shows how McDelivery with a 99c Delivery Fee via the MyMacca’s app fits into game-day moments, and all unite with the “Well Played” tagline, which appears across every ad as the campaign platform.
“Footy season is something special. For fans, it’s that familiar ritual — pulling on the team colours, settling into your spot on the couch, and getting ready to watch your team run out again. Working with Akcelo, we wanted to create a campaign that celebrates those game-day moments and makes it even easier to enjoy the action,” said Mary Vrancic, senior marketing director, McDonald’s Australia.
“With McDelivery available for just 99c, fans can get the Macca’s they love delivered straight to their door, so they can settle in, back their team, and soak up every minute of the match with a great feed.”
“The best game days are full of smart little plays, and choosing McDelivery is one of them. ‘Well Played’ gives us a platform that feels instantly true to footy fans, with a line that can live across every match, every team, and every moment from first bounce to final siren,” added Oskar Westerdal, creative partner at Akcelo.
“There’s something magical about the return of footy, it’s a national rhythm, and this campaign is designed to meet that moment with a platform that can run all season long. We’re thrilled to be launching our first integrated footy campaign with Macca’s, and the work is testament to the strength of the partnership and the shared ambition behind it,” concluded Aden Hepburn, CEO at Akcelo.
Rolling out nationally across film, social, digital, OOH, radio, in stadium and in-app, ‘McDelivery. Well Played’ is set to run across the 2026 AFL and NRL seasons.
Credits:
McDonald’s Australia
Chief Marketing Officer – Annabel Fribence
Senior Marketing Director – Mary Vrancic
Senior Brand Manager – Nicole Micos
Brand Manager, Partnerships – Amy Philips
Sport Partnerships Manager – Christian Agliozzo
Akcelo
Global Executive Creative Director – Louise McQuat
Creative Partner – Oskar Westerdal
Creative Team – Nathan Moraza & Justin Borromei
Account Management – Max Bennett, Gabriel Montalban & Lea Nguyen
Group Strategy Director – Alice Roberts
Production – Stephanie Ceccaldi & Meredyth Judd
Head of Craft – Jon Foye
Design – Paul Critchley, Lee Stephens, Justin Bellchambers & Richard Spencer
Editor – Benny O’Shea, Mike Ashburner & Sam Bryant
Chief Strategy Officer – Dave Di Veroli
Chief Executive Officer – Aden Hepburn
OMD Australia
Sports Partnerships Director – Matt Wallace
Film Production – Rabbit
Director – Al Morrow
DOP – Max Walter
Producer – Fiona Pakes
Executive Producer – Alex Hay
Post Production – The Editors
Stills Photography – Jamie McFadden, Louis&Co
Social Content – Wes Nel
Original Music & Sound – Mosaic
