Macca’s has launched a new menu of 100% Australian chicken in a new campaign via DDB Sydney.
Following a tease campaign, Macca’s is supporting the launch with a hero TVC telling the emotive story of a familiar family moment - moving out.
The 60-second ad, set to Natalie Nicoles’ cover of You Get What You Give, introduces a young man who’s just moved out of home for the first time.
Tired and hungry from a long day of unpacking, he orders from Macca’s new 100% Aussie chicken menu.
Viewers expect he ordered it for himself, but instead, the food is delivered to his parents’ house – a sweet parting gift to let them know he’s thinking of them.
The campaign celebrates special moments of sharing proving that Macca’s chicken is too good to keep to yourself, and promoting the 100% Aussie chicken menu, including the McSpicy, Parmi Burger, McPieces and Chicken Salt Shaker Fries.
“We know that when people discover something new that they love, they want to talk about it and encourage family and friends to try it too," says McDonald’s Australia director of marketing Jo Feeney.
"Our new campaign taps into this human insight to share a story of family connection through Macca’s new chicken menu. We’re proud of the unique relationship we have with Australians and will continue to highlight these moments as part of our wider brand positioning.”
The campaign is supported with a bespoke outdoor campaign along with radio, digital, print and social, including a bespoke Snapchat filter.
“There are times when Aussies naturally turn to Macca’s - moving day being one of them," says DDB Sydney chief creative officer Tara Ford.
"The story at the heart of this campaign showcases the small and simple gesture of sharing, which seems particularly fitting for the times.”
Client: McDonald’s Australia
Creative Agency: DDB Sydney
Media Agency: OMD
Production Company: Scoundrel
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