W+K Sydney drops new work as Macca’s makes McGriddles a permanent breakfast menu item
Just one month after unveiling its first collaboration, McDonald’s Australia and Wieden+Kennedy Sydney are back with a new campaign that puts breakfast in the spotlight – and the feels.
Titled “Brekkie Comes First”, the integrated campaign celebrates Macca’s beloved morning menu, tapping into a very real fan truth: “I only go to Macca’s for the breakfast.” Whether it’s hash browns, McMuffins, or the long-awaited McGriddles, the work speaks to the diehard fans who see Macca’s as a breakfast institution.
Anchoring the campaign is a 30-second film titled “Delicious Heartache”, set to the iconic Roxette ballad “It Must Have Been Love.” Directed by Revolver’s Taso Alexander, the spot offers an emotional rollercoaster of fans who just missed the breakfast cut-off – contrasted by those who made it in time and are now basking in golden hash brown glory. The takeaway? The Macca’s brekkie window doesn’t wait – but don’t worry, it’s back again tomorrow morning.
To mark the permanent addition of McGriddles to the national breakfast menu, the campaign also includes “Most Important Meal” – a spot celebrating the pancake-bunned cult classic that’s finally made its way Down Under. A cheeky suite of OOH joins the mix, with lines like “Nothing Good Ever Happens After 4am…Oh Wait,” “McGriddles Are Here, Tell Greg,” and “Don’t Sleep On It.”
On social, the campaign keeps the mood alive with 80s love song dedications to Macca’s breakfast icons and a collection of “hopecore” memes – capturing the euphoric moment of actually making the brekkie window.
The work spans TV, online video, social, OOH, radio, sponsorships, in-store, and the MyMacca’s app.
Says Roy Leibowitz and Chris Wilson, Group Creative Directors, W+K Sydney: “For plenty of people, the best bit of Macca’s is brekkie. To them, breakfast really does come first. And it sucks to miss it.”
Adds Matt Owen, Managing Director, W+K Sydney: “It was great to take a global insight and put our own Aussie twist on it. Tonally, this feels like the right sort of space for us to play in.”
In addition to the breakfast campaign, Macca’s and Wieden+Kennedy have also launched a fresh wave of creative promoting the addition of Ranch Sauce and the return of fan-favourite Spicy Buffalo Sauce – both now permanent fixtures on the menu.
Clients: Macca’s
Agency: Wieden+Kennedy Sydney
Director: Taso Alexander
Production Company – Film: Revolver
Post Production: The Editors
Sound: Rumble
Music Supervision: Trailer Media
Media Agency: OMD
In-store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications
Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.