McDonald’s launches final Olympic flavour for ‘Flavours of the Games’ via DDB Group Sydney
Yesterday marked the launch of the ‘Beijing Chicken Burger’, the final installment of McDonald’s “Flavours of the Games” – an eight week long campaign, led by DDB Group Sydney, to support new limited edition menu items and promote McDonald’s sponsorship of the 2012 London Olympic Games.
The campaign kicked-off in late May with the release of the Sydney Stack and Barcelona Omelette, followed by the Atlanta Pork McRib and the London Fish and Fries.
A suite of TVCs and radio executions, linked by recurring characters, was created to drive the launch of the products. Each advert features two young guys who enthusiastically watch the Olympic Games and fantasize about McDonald’s bringing them flavours from around the world.
Says Dylan Harrison, DDB Group Sydney executive creative director: “The challenge to stand out during the Olympics demands a distinctive, yet relevant association between the brand and the games. The sweet spot for us lands on the super fan. The people who stay up all night watching the games are the same kind of devotees who could fantasize about Macca’s when they crave it. When these two loves come together, hey presto you’ve got an Olympic burger range.”
The campaign to promote the new McDonald’s Olympic Flavours offers consists of a suite of TVCs and radio, as well as outdoor and online activity.
DDB Group Sydney:
Dylan Harrison (Executive Creative Director)
Cameron Hoelter (Creative Director)
Nick Andrews (Senior Planner)
Jon Austin (Copywriter)
Richard Robson (Art Director)
Richard Morewood (Managing Partner)
Lisa Milner (Group Account Director)
Claire Seffrin (Senior Producer)
Mary Gilbert (Senior Business Manager)
Robber’s Dog:
Adam Stevens (Director)
Mark Foster (Producer)
Media Agency: OMD (Australia and NZ)
McDonald’s:
Madeline Fitzpatrick (Director of Marketing, Australia)
Shamini Nair (National Group Brand & Strategy Manager, Australia)
Jennifer Lim (Senior Brand & Strategy Manager, Australia)
Michael Pires (Marketing Manager, Australia)
Chris Brown (Director of Marketing, NZ)
Deborah Simpson (Director of Marketing, NZ)
Mia Hansson (Marketing – Special Projects, NZ)