Macca’s brings back Brekkie nostalgia with Birdie’s Brekkie Meal campaign via Wieden + Kennedy Sydney, Akcelo, OMD, Digitas and Eleven

McDonald’s Australia has launched Birdie’s Brekkie Meal, a new breakfast offering designed to bring back the joy of childhood mornings, via a creative campaign from agency partners Wieden+Kennedy Sydney, Akcelo, OMD, Digitas and Eleven.

According to a study by Australian Food News, 42% of Australians acknowledge brekkie is the most important meal of the day. But as the early shift gets busier and stacked with more responsibility, 56% of Aussies regularly skip breakfast. So Macca’s is bringing the joy back to mornings, reminding fans of the time when all we had on our agenda was brekkie with a side of morning cartoons.

Enter the Birdie Brekkie Meal, complete with Aussie breakfast classics with modern twists: a Strawberry Shortcake Frappe, Hash Browns, and a McMuffin/McWrap with Birdie’s Brekkie Sauce (it’s pink!).

Says Peitra Withaar, Senior Brand Marketing Manager, McDonald’s Australia: “As a world-first, Birdie’s Brekkie Meal brings Birdie’s optimism, playful spirit and unmistakable pink aesthetic to Macca’s breakfast menu for the very first time. From Birdie’s delicious Brekkie Signature Sauce and Strawberry Shortcake Frappé to exclusive packaging and an original soundtrack, every detail has been designed to bring a little more joy, colour and personality to mornings.”

To get fans excited, Macca’s agency partners are debuting a creative campaign including:

• A new Birdie meal box and packaging that takes inspiration from vintage diner branding, paying homage to the restaurant’s original diner legacy
• A :30 film that feels like the nostalgic Saturday morning cartoons we all remember (airing nationally across all Australian broadcast media), from The Sweetshop and director Zac Ella
• An upbeat, modern pop song, created by BUTTER Los Angeles, taking inspiration from cartoon intro theme songs of Y2K (available on Spotify)
• OOH that mixes the worlds of cartoon and still life photography, adding illustrative elements to bring Birdie’s colourful world into the physical one, including murals across a number of sites in QLD that inject the grey concrete jungle with the unmistakable pop of Birdie’s pink world
• On social, the all-new Birdie’s Brekkie Show created by Akcelo, which fans can catch on @mcdonaldsau paying homage to the best bits of morning TV people grew up on

Beyond this, McDonald’s Australia has worked with a range of influencers — five Aussie TikTok creators spanning country and R&B, DJs and more — who have taken “Birdie’s Theme Song” and shared the pen to make remixes and covers entirely their own, dubbed Birdie’s Brekkie Beats, coming soon on Spotify.

Says Withaar: “The strategy behind Birdie’s Brekkie Meal was to lean in on all the nostalgic and joyous elements of morningtime that we might miss in adulthood, and remind Australians they’re all still possible with Birdie’s Brekkie meal this August.”

Client: Macca’s Australia
Creative Agency: Wieden+Kennedy Sydney
Media: OMD Sydney
Restaurant Experience and Social: Akcelo
CRM: Digitas
PR and Influencer: Eleven PR
Director: Zac Ella
Production Company – Film: The Sweetshop
Photographer: Benito Martin
Production Company – Stills: Sam I Am
Post Production: ARC
Audio Production & Music Composition: BUTTER Music and Sound
Animation Company: Charlie Lane-Bush & Campbell Hartley
Illustrator: Rob Flowers

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