Two All Beef Patties, Special Sauce, Lettuce, Cheese, Pickles, Onions on a Sesame Seed Bun.
The tongue twister is back, along with a free coke and fries if you can get out the original mouthful without a stumble in record time.
McDonald's Australia, DDB Sydney, adam&eveDDB and OMD unveiled The Original Mouthful campaign for the Big Mac, following the revival of one of the world's oldest burger chants earlier this month with a TV and out-of-home campaign.
The second phase of the integrated campaign, designed to encourage participation, sees Macca's bring back the original Big Mac chant promotion.
The promotion, launched back in 1987, has evolved into an Australian-first AI challenge via a game available through Snapchat, TikTok and the Macca's app.
The reward for correct renditions of the chant under four seconds is a voucher code for a small Fries and Coke.
DDB Sydney, adam&eveDDB and OMD partnered with Snapchat to build an Australian-first Lens, allowing the Snapchat community to undertake the chant challenge and win a Macca's voucher code, directly within the Snapchat app.
“We have already had such an incredible response to the first phase of our Big Mac campaign with super fans already reciting the chant they remember so well and younger generations now bringing new life to the chant as well,” said McDonald's marketing director, Samantha McLeod.
“The next promotional phase of the campaign is set to challenge all Big Mac lovers — from the ‘80s right through to today — to recite the famous chant in a fun and engaging way. We can't wait to see fans put themselves to the test on social media and see who meets the challenge.”
Matt Chandler, DDB Sydney executive creative director, said the best part of the Big Mac chant campaign was always the challenge to beat the clock.
“You can't bring back the chant without bringing back the promo,” he said.
“We had a unique opportunity to take this iconic jingle - a thing that went viral before there was even an internet to go viral on - and hand it over to Macca's fans online.”
Emilg Bosler, head of McDonald's at OMD, said the campaign is building the next generation of Big Mac fans.
“Extending seamlessly across all channels and working with our partners, like Snap, to elevate the consumers’ experience through ‘feel good’ moments of connection and creating more unique Macca's moments for customers,” said Bosler.
The Original Mouthful Big Mac TV campaign launched earlier this month and leans heavily into the Big Mac's legacy.
A 60-second hero film takes burger fans all the wag back to 1968, when Big Mac creator, Jim Delligatti, initially devised the burger.
The film then travels through the Big Mac's evolution across the decades, showcasing just how the burger and its ingredients have stood the test of time.
For the next phase of the campaign, additional promotional ads, each with a different decade specific treatment, will encourage people to take part in the Big Mac chant and share their efforts on social channels.
CREDITS
Client: McDonald’s Australia
Chris Brown – Chief Customer Officer
Samantha McLeod – Marketing Director
Liz Whitbread – Senior Brand Manager
Luke Elzerman - Experience Optimisation Manager
Chloe Brannagan – Brand Manager
Creative Agency: DDB Sydney
Stephen de Wolf – National Chief Creative Officer
Matt Chandler – Executive Creative Director
Cam Hoelter – Group Creative Partner
Stephanie Allen – Senior Copywriter
Andrew Torrisi – Senior Art Director
Paul Jansen – Senior Designer
Sophie Hackett – Junior Art Director (Social)
Amy Morrison – Junior Copywriter (Social)
Mandy Whatson – Group Managing Partner
Adam Blaynee – Group Business Director
Chloe McIvor – Senior Business Manager
Rene Shalala – Executive Producer
Jess Taylor – Producer
Katharina Wynne - Strategy Partner
Katy Andrews – Director Social and Content Strategy
Creative Agency: adam&eveDDB London
Richard Brim – Chief Creative Officer
Sarah Todd – Chief Growth & Integration Officer
Martin Beverley – Chief Strategy Officer
Production Company: Revolver
Director – Leilani Croucher
Managing Director / Co-Owner – Michael Ritchie
Executive Producer / Partner – Pip Smart
Senior Producer – Serena Paull
DOP – Andrew Commis
Production Designer – Damien Drew
Costume Designer – Sophie Fletcher
Post Production: ARC Edit
Executive Producer – Daniel Fry
Producer – Sally Quade
Editor – Elise Butt
Colourist – Edel Rafferty
Online Artist – Richard Lambert
Online Artist / VFX – Patrick Campbell
Sound & Music: Smith & Western Sound
Nick West & Dan Higson
Media: OMD
Emily Bosler – Head of McDonald’s
Zoe May – Head of Strategy
Catriona Oran Barthram – Head of Comms Planning
Hattie Dinger – Director, Entertainment Partnerships
Taylor Hilditch – Account Director
Anna Heslop – Senior Account Manager
Matt Wallace – Senior Manager, Sport Partnerships
Christian Agliozzo – Manager, Sport Partnerships
Platform: Snapchat
Dan King - Senior Client Partner
Bethany Rao-Davies - Senior Account Manager
Haran Ramachandran - Head of Creative Strategy, APAC
Claus Stangl - Senior Creative Strategist
Chris Lewis - Senior Creative Producer
PR & Influencer: Mango
Tabitha Fairbairn – Managing Director
Ashleigh Vallance – Senior Account Director
Nada Duyker – Account Director
Sidney Balfour – Senior Account Manager
MyMacca’s app and POS: Akcelo
April Tunstall – Business Lead
Melanie Tozer – Senior Account Director
Alex Kostiouk – Senior Project Manager
CRM: Digitas
David Huang – Account Director
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