Macca's relaunches the Angus - with Mr Whippy in mind

Sarah Homewood
By Sarah Homewood | 20 January 2016

McDonald's has turned the idea of the Mr Whippy van on its head, with the brand relaunching its Angus beef burger range with a new campaign created by DDB, VML and OMD.

The fast-food giant is launching new TV ads as well as executions across outdoor, radio, mobile and CRM, with the work aiming to dramatise the craving only a McDonald’s Angus burger can create.

Senior marketing director for McDonald’s Australia, Bronwyn Powell, says: “I always challenge my team to create campaigns which stand apart from our previous work and make Australians take notice. This work does this in spades, playing on a mix of craving and nostalgia.

“I can’t wait to see how consumers respond to this campaign from us, the home of the quick service Angus burger, and I hope our customers enjoy the new Angus burger line-up,” she adds.

Chief creative officer for DDB Sydney, Toby Talbot, explains that everyone has the childhood memory of running for the ice cream truck. However, he says that as guys get a bit older, they crave other things at lunchtime. Like burgers.

“Forget the Greensleeves tune. We’re hoping through this decidedly silly spot, the wail of the Angus bagpipes will inspire people across the country to try the new Macca’s Angus burgers. We had plenty of fun making this and hope the spot will put a smile on the faces of Macca’s fans,” Talbot says.

Across social channels, VML Australia has brought the campaign to life with a series of satirical films that focus on the mouth-watering taste of the Angus beef burger.

ECD and managing director for VML Australia, Aden Hepburn, says: “The new Angus range was designed for Angus lovers, so it’s been fun to create a series of entertainment focused social content pieces for a fictional Angus lovers TV channel. The video pieces also poke a little fun at those reality show-style previews of upcoming episodes.”

The new spots come as the fast-food giant is set to overhaul its packaging.


McDonald’s Australia
Chief Marketing Officer: Mark Lollback
Senior Marketing Director: Bronwyn Powell
National Marketing Manager: Pennie Cruickshank
Brand Manager: Andrew Southey
Digital Marketing: Sheerien Salindera and Zoe Condon

DDB Group:
Chief Creative Officer: Toby Talbot
Creative Partner: Noah Regan
Senior Creative: Matt Chandler
Managing Director: Nicole Taylor
Business Management: Lisa Hauptmann and Lisa Little-Cain
Planning: Fran Clayton and Anna Bollinger
Senior Designer: Domenic Bartolo
Head of Integrated Content: Sevda Cemo
Production Director, Mango Sydney: Michael Ozard

TV Production:
Director: Alex Roberts
Production Company: Finch
Music: Nylon / We Love Jam
Post Production: White Chocolate

VML Australia:
Executive Creative Director and Managing Director: Aden Hepburn
Planning Director: Dave DiVeroli
Creative Director: Matt Greersen
Senior Copywriter: Paul Fiore
Art Director: John Reyes
Senior Content Producer: Matt Barber
Senior Producer: Edward Krause
Social Media Manager: Berlian Ayudya
Business Management: Mark Tovbis and Claire Banks

Social Production:
Director: Deane Friske, Brilliant Films
Producer: Tom Pearce, Brilliant Films
Editor: Ken Smart, ZSpace
3D Artist: Tim Krakowiak, ZSPACE
Senior Designer: Allen Yeung, ZSPACE
Compositor, Grading, Online Editor: Phillip Lange, ZSPACE
Audio: Zig Zag Lane

Media: OMD

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