Macca’s introduces Kiwiburger to new generation in new campaign from 1991 via DDB Aotearoa    

The year was ‘91 when egg and beetroot came together in perfect, delicious harmony with the creation of the iconic Kiwiburger at McDonald’s. Fast forward to 2023, and Macca’s has relaunched New Zealand’s favourite burger with its latest campaign ‘The best of ‘91 is back’ via DDB Group Aotearoa, taking audiences three decades back in time.

To set the nostalgic tone and vibe, the Macca’s 90’s logo was used throughout the campaign. Customers, old and new, were even encouraged to dig out their old fax machines and ‘fax-to-win’ for a free Kiwiburger.

Somewhat surprisingly, people still fax nowadays – or found a way to. Almost 3,500 individual faxes have been sent in only two weeks.

Macca’s has also released ‘Floppy Disk Vouchers’, where super-fans simply need to search their attic, op shop or library to find a computer with a floppy disk drive. If successful, they can unlock the MS-DOS file that contains a voucher for a hard-earned Kiwiburger prize.

Says Ben Pegler, creative director, DDB Group Aotearoa: “We wanted to create a throwback to the unquestionable fashion, cutting edge technology and rollerblades of ‘91, but still show that, the tastiest return of all is the Kiwiburger.”

Says Karla Fisher, lead business partner at DDB Group Aotearoa: “A walk down memory lane? A nostalgic jaunt? A stark reminder of my age? Or simply, that some things never go out of fashion? Let’s eat.”

The McDonald’s Kiwiburger campaign runs across TVC, OOH, social and the McDonald’s app.

Client: McDonald’s
Director of Marketing: Luke Rive
Head of Menu: Nikki Jeffcote
Senior Brand Manager: Stef Phillips
Brand Manager: Angela Favis

Creative Agency: DDB Group Aotearoa

Media Agency: OMD

Production Company: Good Oil
Director: Issac Bell
Executive Producer: Andrew McLean
Producer (Shoot): Anna Stuart