According to a study by Australian Food News, 42 per cent of Australians acknowledge brekkie is the most important meal of the day. But as the early shift gets busier and stacked with more responsibility, 56 per cent of Aussies regularly skip breakfast.
So McDonald’s is bringing the joy back to mornings, reminding fans of the time when all we had on our agenda was brekkie with a side of morning cartoons.
Enter the Birdie Brekkie Meal, complete with a Strawberry Shortcake Frappe, Hash Browns, and a McMuffin/McWrap with Birdie’s Brekkie Sauce (it’s pink!)
“As a world-first, Birdie’s Brekkie Meal brings Birdie’s optimism, playful spirit and unmistakable pink aesthetic to Macca’s breakfast menu for the very first time. From Birdie’s delicious Brekkie Signature Sauce and Strawberry Shortcake Frappé to exclusive packaging and an original soundtrack, every detail has been designed to bring a little more joy, colour and personality to mornings,” said Peitra Withaar, senior brand marketing manager, McDonald’s Australia.
To get fans excited, Macca’s agency partners Wieden+Kennedy Sydney, Akcelo, OMD, Digitas and Eleven are debuting a creative campaign that includes a new Birdie meal box and packaging that takes inspiration from vintage diner branding, paying homage to the restaurant’s original diner legacy.
The campaign is spearheaded by a 30 second film that feels like the nostalgic Saturday morning cartoons we all remember (airing nationally across all Australian broadcast media) from THE SWEETSHOP and ZAC ELLA.
It also includes an upbeat, modern pop song, created by BUTTER Los Angeles, taking inspo from cartoon intro theme songs of Y2K; OOH that mixes the worlds of cartoon and still life photography, adding illustrative elements to bring Birdie’s colorful world into the physical one. We also created murals in a number of sites across QLD that inject the grey concrete jungle with the unmistakable pop of Birdie’s pink world; and on social, the all-new Birdie’s Brekkie Show created by Akcelo, which fans can catch on @mcdonaldsau paying homage to the best bits of morning TV people grew up on.
Beyond this, McDonald’s worked with a range of influencers (five Aussie TikTok creators from country and R&B, DJs and more) who have taken “Birdie’s Theme Song” and shared the pen with Macca’s to make remixes and covers entirely their own – Birdie’s Brekkie Beats – coming soon on Spotify.
“The strategy behind Birdie’s Brekkie Meal was to lean in on all the nostalgic and joyous elements of morning time that we might miss in adulthood, and remind Australians they’re all still possible with Birdie’s Brekkie meal this August,” added Withaar.
Credits
Client: Macca’s Australia
Creative Agency: Wieden+Kennedy Sydney
Media: OMD Sydney
Restaurant Experience and Social: Akcelo
CRM: Digitas
PR and Influencer: Eleven PR
Director: Zac Ella
Production Company – Film: The Sweetshop
Photographer: Benito Martin
Prod Company – Stills: Sam I am
Post Production: ARC
Audio Production & Music Composition: BUTTER Music and Sound
Animation company: Charlie Lane-Bush & Campbell Hartley
Illustrator: Rob Flowers
