DDB Sydney and McDonald’s Australia have launched the Things just got feisty campaign to introduce the limited-edition Feisty McSpicy range.
DDB Sydney and the Dylan Alcott Foundation’s Shift 20 Initiative – an alliance of leading brands focused on increasing representations of diversity in advertising – worked together to create the campaign’s hero film, meant to showcase a variety of spice lovers across Australia, whose experience of the Feisty McSpicy range elicits a somewhat involuntary flavour response.
McDonald’s Australia’s national marketing manager, Lancy Huynh, said: “Customers across the country have been begging for the return of our McSpicy range, so we decided to not only bring it back, but to take it to a whole new level.
“We know spice lovers come from a range of different backgrounds, so it was important that we reflected that in our campaign creative. Our hero film aims to showcase the diversity of Macca’s customers across the whole creative ambit, including casting and locations.”
The campaign comes as Macca’s promises its spiciest-ever chicken burger this month, alongside the return of Spicy Chicken McNuggets and Spicy Shaker Fries, all showcased in the multi-channel campaign.
DDB Sydney’s executive creative director, Matt Chandler, said the agency “saw a great opportunity to name the new creation, and then capture the kind of feisty reactions we’re bound to get.”
The campaign rolls out from today, Wednesday 22 May, across TV, online video, radio, online audio, out-of-home, social media, partnerships, and sponsorships.
The work follows on from Macca’s launching its nostalgic homage to the legendary Big Mac via DDB Sydney and media agency OMD in April this year, reviving the classic chant: “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”
Later that month, in its ongoing pursuit to inject new life into the legendary Big Mac, the fast food giant brought back a promotional campaign for the burger, first launched in 1987, through a partnership with Snapchat, once again led by DDB Sydney and OMD, as well as DDB’s sister agency and London outpost, adam&eveDDB.
The Big Mac Chant Challenge is a gamified rewards program that encourages participants to recite the chant, leveraging social media to encourage fan participation, especially among younger generations, by introducing them to the chant already well known to their parents and grandparents.
Credits:
Client: McDonald’s Australia
Creative agency: DDB Sydney
Media agency: OMD
PR and influencer: Mango Communications Sydney
Production company: Revolver
Post-production: Revolver
Sound house: Squeak E. Clean Studios Sydney
Sound engineer: Simon Lister
Head of production: Emma Duncan