McDonald’s launches a very ‘Un McDonald’s’ campaign for Create Your Taste via DDB Sydney

This week sees McDonald’s Australia launch the first advertising campaign for its latest innovation, Create Your Taste. Led by DDB Sydney, the work sets out to showcase the significant – and un McDonald’s – changes Australians can see when they head into McDonald’s restaurants.

VIEW THE ‘HELLO HAROLD’ SPOT

VIEW THE ‘NOT SO FAST FOOD’ SPOT

VIEW THE ‘INTRODUCING CREATE YOUR TASTE’ SPOT

Says Mark Lollback, chief marketing officer, McDonald’s Australia: “This is the biggest innovation our business has seen since the introduction of McCafe. We know based on the response we’ve had from those who’ve visited the stores we’ve transformed already, consumers are surprised to see McDonald’s offering gourmet ingredients and table service – and that as a result we’re attracting people who didn’t think McDonald’s was for them.”

Says Toby Talbot, chief creative officer, DDB Sydney: “Playing off the reaction Aussies have had so far to Create Your Taste, the Un McDonald’s campaign tackles the noticeable changes head on, and celebrates them. The work is different to anything we’ve done for the brand before and I think even the harshest of sceptics might just reconsider Macca’s when they see this work.”

Says Lollback: “Given the importance of the Create Your Taste offering to our business, at the core of our brief to our agencies was to disrupt the market and keep Australians talking about this new venture. We believe the campaign that’s been created for us by DDB Sydney absolutely does this and as a marketing team we’re looking forward to seeing the work roll-out.”

The campaign is initially centred in the Victorian market and will rollout across TV, digital, radio, OOH, social, CRM, activation and print, before extending into a national campaign in June.

McDonald’s Australia:

Social: VML