McDonald's, DDB Sydney and adam&eveDDB
partner with OMD and Snapchat for Australian-first Big
Mac® activation
NEW
YORK, April 17, 2024 /PRNewswire/ -- McDonald's
Australia, DDB Sydney, adam&eveDDB & OMD unveiled the
full, integrated 'The Original Mouthful' campaign for the iconic
Big Mac®, following the revival of one of the world's oldest burger
chants earlier this month with a TV and out-of-home campaign.
The second phase of the integrated campaign, designed to
encourage fans' participation, sees Macca's bring back the original
Big Mac® chant promotion. Launched back in 1987 and a fond memory
for existing Big Mac® fans, the promotion has evolved via a tasty
and Australian-first AI challenge, in partnership with
Snapchat.
The Big Mac chant challenge - an innovative game available
through Snapchat, TikTok, and the MyMacca's® app, is designed to
engage younger generations who are not familiar with the chant that
entered the Aussie vernacular for their parents and grandparents.
Big Mac® lovers from the 70s, 80s and 90s will fondly remember
the classic chant: "Two all-beef patties, Special Sauce,
lettuce, cheese, pickles, onions on a sesame seed bun."
Big Mac fans will be able to test their chanting skills, with
rewards on offer for correct renditions of the chant within four
seconds. Winners will receive a voucher code for a small Fries and
Coke® which can be redeemed with any Mac Family range, including
the return of the Mac Jr® and Grand Big Mac®, purchased
between April 17 and May 8.
Unlike 1987 where fans were required to go instore to compete,
DDB Sydney, adam&eveDDB and OMD partnered with Snapchat to
build an Australian-first bespoke lens, allowing the Snapchat
community to undertake the chant challenge and win a MyMacca's®
voucher code, directly within the Snapchat app. Powered by
Snap's innovative speech recognition technology, the Lens
recognises speech and detects the correct list of delicious
ingredients from a trained machine learning model, to reward a
winning result to users on the spot.
McDonald's Marketing Director, Samantha
McLeod, said: "We have already had such an incredible
response to the first phase of our Big Mac® campaign with
super fans already reciting the chant they remember so well and
younger generations now bringing new life to the chant as well. The
next promotional phase of the campaign is set to challenge all Big
Mac® lovers – from the 80s right through to today – to recite
the famous chant in a fun and engaging way. We can't wait to see
fans put themselves to the test on social media and see who meets
the challenge!"
DDB Sydney Executive Creative Director, Matt Chandler, said: "The best part of the Big
Mac® chant campaign we grew up with was always the challenge to
beat the clock and win yourself free Macca's. You can't bring back
the chant without bringing back the promo. We had a unique
opportunity to take this iconic jingle - a thing that went viral
before there was even an internet to go viral on - and hand it over
to Macca's fans online. It's going to be fun to watch the nation
take on The Original Mouthful in this new and innovative way."
To encourage participation among fans old and new, the Big
Mac® Chant Challenge will be everywhere. Aussie celebs
took on the 4-second challenge in the jungle on Network
10's I'm A Celebrity...Get Me Out Of Here! Australia; Karl and Sarah will tackle the
tongue-twister on the Nine Network's Today show;
and clubs from the NRL and AFL will go head-to-head to claim being
the fastest to recite the chant.
The TV commercial and online video will promote the challenge
with authentically crafted and decade-specific spots. In addition,
fans' socials feeds will be flooded with prompts, attempts, fumbles
and more. And fans will be celebrated in reactive digital
out-of-home to fuel the ongoing conversation and competition as it
unfolds.
To ensure the campaign is inclusive for everyone to join in on
the fun, DDB Sydney, adam&eveDDB and OMD also worked closely
with disability consulting firm Get Skilled Access (GSA). GSA
worked on creating an accessible way for people with varying types
of access needs, focusing on including those who are non-verbal,
blind or have low vision, as well as people who are deaf or hard of
hearing, allowing them to participate in the campaign. The
accessible features not only benefit people with disability but
also allow all fans to have a more seamless way to interact with
the campaign and be rewarded.
Head of McDonald's at OMD, Emily
Bosler, said: "We're building the next generation of Big
Mac® fans, engaging younger Aussies and encouraging them to have
some fun with the famous Big Mac® chant. Extending seamlessly
across all channels and working with our partners, like Snap, to
elevate the consumers' experience through 'feel good' moments of
connection and creating more unique Macca's moments for
customers."
Head of Creative Strategy, APAC at Snap Inc., Haran
Ramachandran, said: "It was fantastic to partner with the
team at McDonald's, DDB and OMD, to bring the iconic Big Mac® chant
to Snapchat. Our augmented reality lens transforms the chant into a
tactile and engaging challenge, where everyone can join the fun!
It's testament to the unique capabilities of our platform to
make advertising more human and immersive, and we're excited to see
the Snapchat community rise to the occasion and take on the
challenge."
The Original Mouthful Big Mac® TV campaign launched earlier
this month and leans heavily into the Big Mac's 56-year legacy. A
60-second hero film takes burger fans all the way back to 1968,
when Big Mac creator, Jim
Delligatti, initially devised the now iconic burger. The
film then travels through the Big Mac's evolution across the
decades, showcasing just how the burger and its ingredients have
stood the test of time.
Watch here: https://www.youtube.com/watch?v=0QL1XQhw8mM
For the next phase of the campaign, additional promotional ads,
each with a different decade specific treatment, will encourage
people to take part in the Big Mac® chant and share their
efforts on their social channels.
Watch them here:
70's: https://youtu.be/-LLA2Ea5GXE
80's: https://youtu.be/mFdEJW82gus
90's: https://youtu.be/XUJnTdAty0Q
Client: McDonald's Australia
Chris
Brown – Chief Customer Officer
Samantha McLeod – Marketing
Director
Liz Whitbread – Senior Brand
Manager
Luke Elzerman - Experience
Optimisation Manager
Chloe Brannagan – Brand
Manager
Creative Agency: DDB Sydney
Stephen de Wolf – National Chief Creative
Officer
Matt Chandler – Executive Creative
Director
Cam Hoelter – Group Creative
Partner
Stephanie Allen – Senior
Copywriter
Andrew Torrisi – Senior Art
Director
Paul Jansen – Senior Designer
Sophie Hackett – Junior Art Director
(Social)
Amy Morrison – Junior Copywriter
(Social)
Mandy Whatson – Group Managing
Partner
Adam Blaynee – Group Business Director
Chloe McIvor – Senior Business
Manage
Rene Shalala – Executive
Producer
Jess Taylor – Producer
Katharina Wynne - Strategy
Partner
Katy Andrews – Director Social and
Content Strategy
Creative Agency: adam&eveDDB London
Richard
Brim – Chief Creative Officer
Sarah Todd – Chief Growth &
Integration Officer
Martin Beverley – Chief Strategy
Officer
Production Company: Revolver
Director – Leilani Croucher
Managing Director / Co-Owner – Michael
Ritchie
Executive Producer / Partner – Pip Smart
Senior Producer – Serena Paull
DOP – Andrew Commis
Production Designer – Damien
Drew
Costume Designer – Sophie
Fletcher
Post Production: ARC Edit
Executive Producer – Daniel
Fry
Producer – Sally Quade
Editor – Elise Butt
Colourist – Edel Rafferty
Online Artist – Richard Lambert
Online Artist / VFX – Patrick Campbell
Sound & Music: Smith & Western
Sound
Nick West &
Dan Higson
Media: OMD
Emily
Bosler – Head of McDonald's
Zoe May – Head of Strategy
Catriona Oran Barthram – Head of
Comms Planning
Hattie Dinger – Director,
Entertainment Partnerships
Taylor Hilditch – Account
Director
Anna Heslop – Senior Account
Manager
Matt Wallace – Senior Manager, Sport
Partnerships
Christian Agliozzo – Manager, Sport
Partnerships
Platform: Snapchat
Dan
King - Senior Client Partner
Bethany Rao-Davies - Senior Account
Manager
Haran Ramachandran - Head of
Creative Strategy, APAC
Claus Stangl - Senior Creative
Strategist
Chris Lewis - Senior Creative
Producer
PR & Influencer: Mango
Tabitha Fairbairn – Managing Director
Ashleigh Vallance – Senior Account
Director
Nada Duyker – Account Director
Sidney Balfour – Senior Account
Manager
MyMacca's app and POS: Akcelo
April Tunstall – Business Lead
Melanie Tozer – Senior Account
Director
Alex Kostiouk – Senior Project
Manager
CRM: Digitas
David
Huang – Account Director
ABOUT DDB WORLDWIDE
DDB Worldwide (www.ddb.com) is one of the world's largest and most
influential advertising and marketing networks which includes DDB
branded agencies, along with adam&eveDDB (London, Berlin, New
York), DM9 and Africa (both
in Brazil), alma (Miami), Mango, Track and Rodgers Townsend. DDB
has been awarded numerous accolades from the industry's
leading awards shows including 2023 Global Network of the Year by
the Cannes Lions International Festival of Creativity, D&AD
Agency Network of the Year for three consecutive years 2023, 2022,
2021, and Effies US Agency of the Year in 2022 and 2023. WARC has
listed DDB as one of the Top 3 Global Networks for 12 of the last
15 years. The network's clients include MARS, McDonald's,
Molson Coors, Volkswagen, Reynolds
Consumer Products, Peloton, JetBlue, Adidas, Lucozade, CALM,
PlayStation, Marmite, Waitrose & Partners, and the U.S. Army,
among others. Founded in 1949, DDB is part of Omnicom (NYSE: OMC)
and consists of over 8,000 employees across 140 offices in over 60
countries, with its headquarters in New York, NY.
CONTACT
Donna Tobin, Global Chief Marketing
& Communications Officer, DDB Worldwide
press@ddb.com
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SOURCE DDB Worldwide