McDonald's NZ asks customers To Bacon or Not to Bacon?

4 June 2019

Advertiser: McDonald's
Creative Agency: DDB (New Zealand)

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Macca's NZ has released a new campaign, created by DDB New Zealand, encouraging New Zealanders to take sides on the bacon debate.

McDonald’s New Zealand has recently launched a new campaign Is a Big Mac with bacon still a Big Mac?  

For a limited time, Macca’s have introduced the option to add bacon to their iconic Big Mac and Quarter Pounder burgers.

With both burgers occupying prime positions in the Macca’s burger pantheon, many would argue that adding bacon would transform the burgers into something they aren’t. Others would argue that anything is better with bacon…

The new spots, created by DDB New Zealand, encourage New Zealanders to take sides by following two Kiwi mates as they wade into fraught philosophical territory.

DDB chief creative officer Damon Stapleton says this campaign provided the challenge of taking an existing international campaign, and interpreting it in a way that would resonate with Kiwi audiences.

“We wanted to dial up the silliness in a way Kiwis would appreciate," Stapleton says.

"It’s the kind of pointless-yet-impassioned argument you can imagine having with a good mate, and we wanted to capture that feeling.”

McDonald’s director of marketing Jo Mitchell says that having such iconic burgers gives Macca’s licence to play with those assets in interesting ways.

“We’re really proud of how this campaign has come together, the team has had a lot of fun with it, and we hope it’ll create some interesting talkability around two of our most iconic burgers,” Mitchell says.

The new Macca’s campaign puts a twist on an international campaign launched in the UK, Canada and Brazil, encouraging friendly debate among consumers.

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