McDonald’s New Zealand has launched a new 1-minute spot to prove just how local a global giant can actually be. The campaign was rolled out in collaboration with DDB Aotearoa.
What better way to convince your customers that beef is homegrown, fillet of fish is locally caught and that apple pie comes from the farm up the road than to transport them to the source?
In a scene reminiscent of Bill and Ted’s phone booth or Doc Brown’s DeLorean, a carload of Kiwi’s arrive at the drive-through and order up some dinner. When one particularly inquisitive young woman asks “what’s in the beef patties?” the car erupts in a flash of lightning and transports the hungry heroes to a New Zealand cattle farm. From there we take a wild ride through time and space from one locally sourced ingredient to the next.
It’s a fun, entertaining spot that shows how proud the burger giant is of serving up local ingredients to its Kiwi customers.
“The fact that Macca’s get their potatoes from Ashburton is a great message but telling someone your potatoes come from Ashburton without putting them to sleep is a real task. We wanted to share Macca’s great provenance story in a way that got the point across without feeling like a guided tour of the supply chain that the viewer didn’t sign up for,” said Gary Steele, ECD, DDB Aotearoa.
McDonald’s New Zealand’s Ordered from here campaign launches with a 60, 30 and four 15 second TVC, and is supported by cinema, magazine, eDM, outdoor, digital/web, social media, PR and in-store.
“McDonald’s New Zealand’s Ordered from here is a fun, light-hearted exploration of where our local ingredients are sourced. The new TVC takes a fantastical approach to tell our food quality and provenance story, which is a bit different to what we’ve done in the past. Beyond the TVC we then have more depth to the story told across other channels for those who want to find out more,” said McDonald’s New Zealand head of communications, Simon Kenny.
CLIENT: McDonald’s New Zealand
MARKETING DIRECTOR: Luke Rive
HEAD OF MARKETING: Deb Fell
HEAD OF COMMS: Simon Kenny
SENIOR BRAND MANAGER: Nikki Jeffcote
BRAND MANAGER: Stef Phillips
CREATIVE AGENCY: DDB Aotearoa
CHIEF CREATIVE OFFICER: Damon Stapleton
EXECUTIVE CREATIVE DIRECTOR: Gary Steele
CREATIVE DIRECTOR: Ben Pegler
ART DIRECTOR: Gareth Rice
COPYWRITER: Geordie Wilson
LEAD BUSINESS PARTNER: Karla Fisher
BUSINESS DIRECTOR: Keshvi Lal
SENIOR BUSINESS MANAGER: Kristina Lindsay
CHIEF STRATEGY OFFICER: Rupert Price
STRATEGY DIRECTOR: Charlotte Marks
TELEVISION PRODUCER: Charlotte Glennon
STILLS PRODUCER: Julz Lane
PRODUCTION COMPANY: FINCH
EXECUTIVE PRODUCER: Bex Kelly
PRODUCTION PRODUCER: Nikki Walker
DIRECTOR: Bobbsey Twins
DOP: John Toon
POST PRODUCTION: Stu Bedford, Nakatomi
PRODUCTION DESIGNER: Chris Elliot
AUDIO: Craig Matuschka, Liquid
PHOTOGRAPHER: Troy Goodall
DIGI ASSISTANTS: Gavin McGregor & Mark Barber
AGENT: Jessie Turney at Match Photographers
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