All summer long.
DDB Group Sydney, OMD and McDonald’s Australia are celebrating summer with an integrated campaign posing one question: ‘Macca’s run?’
At the end of a tough year for most Australians, the campaign invites the nation to sit back, relax, and enjoy some feel good moments.
The idea is born of the truth that when someone says ‘Macca’s run?’ you can’t say ‘no’.
The campaign kicked off with a teaser phase where the two iconic words popped up on ads around streets, screens, beaches, social feeds and beyond.
Tom Sharpe, a well-known food and adventure influencer, went live on socials inviting more than 18 million Australians to join him on a live Macca’s run.
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; all used to support the new Macca’s Summer menu, featuring items such as the Hawaiian burger range and Cherry Ripe McFlurry.
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 people around the country to call a Macca’s Hotline to share their weird and wonderful reasons for a Macca’s run.
OMD will also extend Macca’s run across the country with two key partnerships across sport and entertainment, taking to the I’m A Celebrity Get Me Out of Here jungle once again on Network 10, as well as partnering with Fox Cricket as the official partner of Brett Lee's Six & Out.
McDonald’s marketing director Amanda Nakad said “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,” she said.
DDB Sydney CCO Matt Chandler said the phrase ‘Macca’s Run’ already exists in culture.
“We just needed to tap into it in a fun, modern and energetic way,” he said.
“I love how alive this campaign is, constantly evolving along with every new reason to run that’s uncovered.”
OMD managing partner Emily Bosler said the team is 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,” she said.
Phase two of the McDonald’s Summer campaign is set to launch in January, along with more limited edition 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
