McDonald’s Australia, in partnership with Pedestrian Group and OMD, has unveiled a social-first campaign for the new Bistro Béarnaise Angus Range. The campaign features talent, Mitch Churi,’ as he teaches Australians that fine dining isn’t about how much you spend, but really, what you order.
Titled ‘Lessons in Eat-iquette,’ the content series plays on the contrast of social norms between fine dining and just hooking into a burger you love.
All delivered in a style that taps into PEDESTRIAN.TV’s audience of ‘early adopter foodies.’ The campaign speaks directly to a generation that values premium quality and serious flavour, but demands the savvy value that only Macca’s can deliver at scale.
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“We know Aussies love big, bold flavours and those iconic pub favourites,” said Amanda Nakad, marketing director of menu and brand for McDonald’s Australia.
“For the first time, we’re levelling up our burgers with a delicious, creamy Béarnaise sauce, giving Aussies everything they love about a classic pub feast with a signature Macca’s twist. When you pair that with Kirks Lemon, Lime & Bitters? It’s the ultimate flavour match. It really doesn’t get more Aussie than that.”
“Pedestrian specialises in weaving household names like Macca’s directly into the conversation. By pairing the Bistro Béarnaise range with Mitch Churi’s authentic appeal, we’ve created a cheeky nod to our audience’s love for ‘high-low’ culture. This campaign builds on our long-standing partnership with McDonald’s and OMD, continuing our shared history of creating cultural moments in a truly authentic and relatable way,” added Mason Rook, CEO of Pedestrian Group.
“Pedestrian Group were amazing to work with, very thorough from start to finish, the shoot was seamless and even better than I imagined seeing the idea come to life,” concluded Anna Heslop, account director at OMD.
