McDonald’s has launched a new campaign that taps into the joy of Australian winter and spending time together with loved ones, with creative from DDB Sydney and media from OMD.
Beginning with a 30” TVC running nationally, the campaign spans TV, cinema, digital, social, OOH, radio, influencer marketing and AFL and NRL sponsorship, and is integrated in-store with a new winter menu for friends and families to enjoy together.
The spot makes an observation of the similarities between penguin colonies and Australians huddling in groups during winter, with a Macca’s meal as the centrepiece and as an experience to be enjoyed together.
The campaign highlights a communal image of the season with the tagline, “winter’s better together”.
Running until 13 September, the campaign represents a seasonal refresh for the fast-food brand following the ‘Together & lovin’ it’ platform created in summer 2021.
Tim Kenward, McDonald’s marketing director, said: “Our new brand campaign celebrates all the different ways people come together with Macca’s in winter.
“It’s a season of spending time with family, friends and loved ones, whether it be McDelivery on the couch, coffee dates with friends or catch-ups over footy. As the top destination for value, convenience, and great quality food, Macca’s plays a key role in making everyday moments special for our customers.
“It’s a wonderful time of year and we want to celebrate everything that is winter through this campaign.”
Jack Nunn, DDB Sydney CD, said: “Any season that embraces a bit of Macca’s on the couch with mates is pretty good in my books. The team did a lovely job bringing this all to life.”
Client – McDonald’s Australia
Creative Agency – DDB Sydney
Media – OMD
PR, Influencer marketing – Mango
Production – Revolver
Director – Gary Freedman
Post Production – The Editors
Sound – Sonar Music