McDonald’s New Zealand is turning 50 and rather than shying away from getting older, it’s doing the opposite and have invited all of Aotearoa to celebrate.
Macca’s New Zealand, McCann New Zealand and OMD have launched a campaign to mark five decades since its first New Zealand-based store opened in Porirua, way back in 1976.
Rather than a traditional brand anniversary, the campaign has put customers at the centre of the celebration, with Macca’s characters, games, prizes and plenty of reasons to join the celebration.
At the heart of the celebrations were three Macca’s characters: Birdie the Early Bird, Grimace and Hamburglar. The trio have taken on the very serious job of helping Macca’s celebrate its fifth decade.
Customers can score a Birthday Bonus when they purchase a Birthday Bundle. They must scan a QR code to choose between 35 per cent off toys online at The Warehouse or 30 minutes of free play at Timezone.
There are also more chances to win through the McDonald’s app. Customers who order selected ticketed items receive ‘plays’ that unlock birthday games, with a 1-in-3 chance of winning free food.
“We thought if you’re going to celebrate 50, you may as well do it properly,” said McCann New Zealand chief creative officer Gary Steele.
“We wanted the work to feel like a birthday celebration, not a corporate anniversary. It’s all about participation – giving Kiwis plenty of reasons to get involved, have some fun and, ideally, score a treat or two along the way.”
“This isn’t about us celebrating ourselves – It’s about celebrating our customers, and what Macca’s has meant in their lives over the past five decades,” said McDonald’s head of brand and media Leigh Benvie.
“We saw 50 as the perfect excuse to bring everyone together and have some fun. Because when turning 50, the more the merrier.”
The campaign launched September 2 with the six-week celebration spans TVC, OLV, Digital, OOH, Social and PR.
Client credits: McDonald’s New Zealand
Director of Marketing – Luke Rive
Head of Brand and Media – Leigh Benvie
Senior Brand Manager – Violet Holster
Agency credits:
McCann NZ Ltd
FleishmanHillard
Track Tribal
Production Company: Flying Fish
Executive Producer: Samantha Attenborough
Director: Andrew Laurich
DOP: Alex Glucina
Post Production Company: Mandy VFX
Post production online: Leon Woods
Offline Editor: Nathan Pickles
Colourist: Pete Ritchie
Soundtrack/composer/Music: Liquid Studios
Media Agency: OMD
