According to McDonald’s Australia, the new chicken burger is so good that it’s going straight to the permanent menu. Apparently, that’s no small feat – moving right in with the iconic offerings such as the Big Mac, Cheeseburger, and Quarter Pounder.
And since Macca’s is confident the McCrispy will be its Next Big Thing, in the launch campaign from DDB Sydney in partnership with OMD, the burger is schooled on what it takes and how it feels, to make it to icon status by Aussie music superstar, the Kid LAROI.
“Crispy, juicy and down-right delicious, the McCrispy has my seal of approval and its now part of my go-to Macca’s order,” The Kid LAROI said in a release.
“I love a good chicken burger and am a huge Macca’s fan, so when I found out McDonald’s was launching its best chicken burger yet, I had to get involved.”
McDonald’s Australia Marketing Manager Lancy Huynh added: “The launch of the McCrispy is an iconic moment for Macca’s – it’s our most exciting chicken launch in years and we think it will be an absolute game-changer.
“To celebrate the arrival of our next big thing, we have partnered with Australia’s next big thing in music and culture, the Kid LAROI, to help us generate the level of conversation, excitement and buzz a new permanent menu item deserves.
DDB Group Sydney Creative Partner Cam Hoelter said: “History tells us that when Macca’s puts a new burger on their permanent menu, it tends to become a classic. So, to launch the McCrispy, creatively we thought: What might happen if it did become their next big thing? And everything kind of wrote itself after that.”
Credits
Client: McDonald’s Australia:
CCO: Chris Brown
Marketing Manager: Lancy Huynh
Senior Brand Manager: Lauren Bolton
Assistant Brand Manager: Garima Sharma
National Media Manager: Martin Newman
Creative Agency: DDB Sydney
National Chief Creative Officer: Stephen de Wolf
Executive Creative Director: Matt Chandler
Group Creative Partner: Cam Hoelter
Senior Art Director: Sam Raftl
Senior Copywriter: Tom Lawrence
Managing Partner: Mandy Whatson
Senior Business Director: Izabela Gustowski
Strategy Partner: Katharina Wynne
Director – Social and Content Strategy: Katy Andrews
Group Head of Delivery: Adrian Jung
Operations Director: Steph Dix
Senior Project Manager: Lucy Stone
Senior Producer: Rene Shalala
Senior Integrated Producer: Claudia Brookes
Senior Production Lead: Zoe Andrews
Integrated Producer: Claire Peacock
Production: Good Oil
Director: Gary Freedman
Producer: Tracey Lee Permall
Executive Producer: Juliet Bishop
DOP: Ross Giardina & Lachlan Milne
Editor: Alexandre de Franceschi – The Editors
Post-Production: ALT VFX
Production Design: Annie Beauchamp
Sound Design: Squeak E. Clean Studios
Music Score: Soundtree Music
Production: Helium
Director/Photographer: Gio Pacialeo
Producer: Ben O’Donnell
DOP: Viv Scanu
Editor: Brad Hurt
Retoucher: Ankur Patak
Finished Artist: Holly Bradridge
Senior Producer: Claudia Brookes
Integrated Producer: Claire Peacock
Grade: Fergus Hally
PR: Mango Communications Sydney
Managing Director: Tabitha Fairbairn
Senior Account Director: Ashleigh Vallance
Account Director, Influencer: Nada Duyker
Senior Account Manager, Influencer: Sidney Balfour
Account Manager: Sarah Meenan
Senior Account Executive: Marina Kovacevic
Media: OMD
Director of Entertainment Partnerships: Hayley Pyper
Entertainment Partnerships Director: Hattie Dinger
Head of McDonald’s: Emily Bosler
Head of Strategy, McDonald’s: Zoe May
Head of Planning, McDonald’s: Catriona Oran Barthram
Senior Account Manager: Anna Heslop
Account Manager: Soraya Ghaidan
United Talent Agency:
Music Brand Partnerships Agent: Sara Schoch
Partner/Talent Agent: Mike G
