DDB Group Sydney, OMD and McDonald’s are celebrating summer with a new integrated campaign with the tagline “Macca’s run?”
The campaign kicked off with a teaser phase where the two words popped up on ads around streets, screens, beaches and social feeds.
“It’s the season of Macca’s runs and we’re celebrating all the fun ways our customers engage with us over the silly season and importantly, during their Aussie Summer road trips. It’s designed to drive trial of our exciting new Summer menu and we are thrilled to see it in market thanks to our agency village,” Amanda Nakad, McDonald’s marketing director, said.
Tom Sharpe, Aussie food and adventure influencer, went live on socials inviting more than 18 million Aussies to join him on a live Macca’s run, followed by other influencers sharing their own runs with their fans.
All summer, as the nation responds to the question, their reasons for a Macca’s run will be celebrated across TV, BVOD, out-of-home, social and digital channels.
The campaign celebrates the new Macca’s summer menu, featuring menu items such as the Hawaiian burger range, the Cherry Ripe McFlurry, plus other returning favourites still to be announced.
The media strategy leverages key talent across podcasts, radio and the Nine Network’s Today Show to kick off conversations across the nation. Ricki-Lee, Tim & Joel’s reason registry on the Nova 96.9 Drive show will be asking the nation to call a Macca’s Hotline to share their reasons for a Macca’s Run.
OMD will extend Macca’s Run across the country with two partnerships across sport and entertainment, taking to the I’m A Celebrity Get Me Out of Here jungle on Network 10, as well as partnering with Fox Cricket as the official partner of Brett Lee’s legendary band, Six & Out.
“The phrase ‘Macca’s Run’ already exists in culture, we just needed to tap into it in a fun, modern and energetic way. I love how alive this campaign is, constantly evolving along with every new reason to run that’s uncovered,” Matt Chandler, DDB Sydney chief creative officer added.
“We’re excited to bring Macca’s Run to life by combining creative and context through important cultural moments. Our partnerships of value in sport and entertainment will bring excitement for audiences across key Summer occasions,” Emily Bosler, Managing Partner at OMD added.
Phase two of the McDonald’s Summer campaign is set to launch in early January, along with more limited edition Summer range menu items.
Credits:
Client: McDonald’s Australia
Creative agency: DDB Group Sydney
Media agency: OMD
PR agency: Mango Communications
CRM: Digitas
POS: Akcelo
Production company: Scoundrel
