With Macadamias the only native nut in Australia, having been around for more than 60 million years, Australian Macadamias has launched a campaign having a playful pop at McDonalds claiming they’re the 'Original Macas'.
The campaign, created by Hopeful Monsters, launched with a tongue-in-cheek billboard outside McDonald’s St Peters, with macadamia grower, Michael 'Maca' McMahon, recruited as the voice to educate Aussies on the native credentials of this famous nut.
Promoted through paid, owned and earned channels, the campaign saw television personality Sam Mac come onboard to show his support, while parody menu items The Original Macas Burger and Macas Mylkshake showcased the versatility of macadamias via media and creators.
Katie Barclay, CEO of Hopeful Monsters, said with most nuts talking up their health benefits, the agency needed a different angle to generate attention and show up in interesting ways.
“It turns out, most Aussies are unaware that macadamias are native to Australia and with them affectionately known as Macas, the Original Macas campaign was born, having a playful pop at a true Australian staple," said Barclay.
Jacqui Price, marketing manager at Australian Macadamia Society, said 'Macca’s' might be synonymous with the big golden arches, but macadamias have a 60 million year head start here in Australia.
"By celebrating The Original Macas, Aussies are supporting local growers, but they are also supporting better health for themselves and the planet," she said.
"We hope that shining the light on macadamias as a native ingredient will inspire more Aussies to discover our native nut.”
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