Macca’s celebrates Aussie farmers with new integrated Big Mac campaign; joint effort by DDB Sydney, Eleven, OMD and VML Australia
This Australia Day, via an integrated campaign from DDB Sydney, Eleven, OMD and VML Australia, Macca’s is showing consumers just how Aussie the iconic Big Mac is.
The campaign idea, developed by DDB Sydney, aims to flip perceptions upside down, literally, by encouraging consumers to turn their favorite burger upside down the ‘Aussie Way’. Dubbed the ‘Down Under Big Mac’, the high impact outdoor, digital and social campaign aims to encourage consumers to think differently about their Big Mac.
Says Jo Feeney, director of marketing, McDonald’s: “It’s our local ingredients and suppliers who help make our iconic products taste so great. We’re proud of them and proud that our business has an incredible Aussie foundation. We wanted to challenge consumer’s perceptions in a fun and engaging way, and also honour our farmers.”
Through PR agency Eleven, Macca’s is building on the celebration by thanking the local legends who produce ingredients that go into the Big Mac, in the biggest way they can – by launching the ‘Down Under Big Big Mac’ as part of Australia’s famous list of ‘big things’ that 
honour local produce.
Macca’s towering tribute, which is being unveiled in the agricultural hub of Tamworth this Australia Day, stands more than eight metres tall.
Says Feeney: “We’re a proud nation, which is why when we celebrate all things Aussie, including local produce, we do it in a big way. From the Big Banana, to the Big Prawn and 
Merino, these are clear indications of the pride we have in what Australia has to offer, and are understood country-wide.”
A two-minute film has also been produced by Eleven for use across Macca’s owned channels and editorial purposes. The film educates people on three of the farms involved in the supply of ingredients for the Big Mac, as well as construction footage of the Down Under Big Big Mac.
The campaign will also be leveraged on social by VML Australia with customers being encouraged to give their own nod to the country’s farmers by enjoying their Big Mac ‘Down Under’ style, upside down, and sharing a snap this Australia Day.
Media agency OMD provided strategic direction, channel and audience planning for the execution.
McDonald’s Australia
Director of Marketing: Jo Feeney
Group Brand Manager: Elise Sproll
Senior Brand Manager: Lauren Bolton
Corporate Communications Manager: Skye Oxenham
PR Agency: Eleven
Creative Director: Russ Tucker
Creative Team: Alex Haack & Scott Maggs
Senior Content Producer: Amanda Cairns-Cowen
Animator: Etienne Ancelet
Managing Director: Roberto Pace
Group Account Director: Fiona Milliken
Account Director: Tom Cummings
Planning Director: Jonathan Deves
Production Company: BOLT CONTENT \ Blunt Gorilla
Construction Company: Big Kahuna Imagineering
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Creative Partners: Jade Manning, Vince Osmond
Art Director: Trong Ronakiat
Copywriters: Shane Geffen, Guilherme Machado, Carolina Pinheiro
Designers: Paul Jansen, Alan Lippert
Senior Digital Producer: Jayde Smith, Emma Fyfe
Managing Director: Nicole Taylor
Group Business Director: Lisa Hauptmann
Business Director: Laura Dewey
Senior Business Manager: Nicole Drabsch
Chief Strategic Officer: Fran Clayton
Planning Director: Caroline Ghatt
Media Agency: OMD
Chief Strategy Officer: Lee Ramsay
Account Director: Anna Higgins
Account Manager: Jessica Severino
11 Comments
American’s think of us as down under, we don’t
Love your work Mr Niggles.
This is all very confused. It’s like three agencies are doing three seperate things. No integration whatsoever.
No one does that.
Running this at Gday USA in the USA would make a whole lot more sense
Stop sugar coating. It’s naive, it’s obvious and embarrassing. Whoever decided to PR this should be lucky your anonymous.
I don’t get it. Is this launching in the states?
Stop sugar coating. It’s naive, it’s obvious and emsbarrassing. Whoever decided to PR this should be lucky your anonymous. ‘Big things’ were around when dinosaurs roamed the earth.
Doesn’t Tamworth already have the big guitar?
Why Tamworth?
Another average piece of work from DDB. It must be a sinking ship, Spiller moving oversea and then turns up at Host…. Jackson leaves, Talbot leaves…. all the good ones are going. Looks like Marty needs to look at the leadership of Australia as nothing good has happened there in a very long time.
If you have been to the reception lately you would have seen the 12 lions from last year.
Also we have the best CCO in Sydney.
but i guess you’re too busy hating to see the truth.
Blame the creative department. Because it clearly isn’t the suits or planners. They don’t bully the creatives into doing their shitty concepts at all.