Macca’s, which is what McDonald’s goes by in Australia, has launched a new campaign celebrating its 50th year in the country after its first local restaurant opened in Yagoona in 1971.
Aussies’ have their own unique Macca’s traditions – like dipping fries in sundaes, enjoying a wedding day McDonald’s burger, and bunny-hopping through the Drive-Thru on your P Plates. All of which are the focus of the restaurant’s 50th birthday campaign via DDB Sydney.
A second brand TVC thanks Macca’s crew members past and present who have kept the doors open for 50 years, and, like the hero film, is set to Daryl Braithwaite’s iconic Aussie tune, The Horses.
The 10-week integrated campaign is running across TV, OOH, social, digital, print, and radio.
“Aussies have welcomed Macca’s into their lives for 50 years – from birthday parties and road trips, to late-night snacks and post-match feeds,” said McDonald’s Australia National Marketing Manager Amanda Nakad. “Combined with our crew, they made us who we are today.”
The brand’s 50th Australian birthday also marks McDonald’s 50th anniversary with its creative agency, DDB.
“Macca’s brought the Drive-Thru, Australia brought the road trip,” said DDB Australia Chief Creative Officer Ben Welsh. “Thanks for 50 years of Happy Meals and Hash Browns.”
Credits
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Manager: Amanda Nakad
Senior Brand Manager: Nichole Tsiros
Creative Agency: DDB Sydney
PR: Mango Communications
Media: OMD
CRM: Digitas
In-Restaurant: Guihen Jones
Partnerships: The Joester Loria Group
Promotional Merchandise: The Marketing Store
