Macca’s introduces McCafé Matcha in new ‘You Deserve A Little Treat’ campaign via W+K Sydney

Macca’s and Wieden+Kennedy Sydney have launched “You Deserve A Little Treat” — a national integrated campaign highlighting the simple truth that adulthood comes with infinite reasons why one deserves to treat themselves.

For the past year, McCafé enthusiasts across Australia have incessantly requested for matcha to make its way to the menu and now, the day has finally come. Launching today, the global leading QSR brand is introducing three delicious matcha options to its devoted fans including a Matcha Iced Latte, Strawberry Matcha Iced Latte, and even a hot Matcha Latte. In addition to the new matcha drinks, Aussies can also keep cool this season with other McCafé favourites like Iced Latte, Iced Latte Deluxe and Iced Mocha.

The work taps into a relatable fan truth — there comes a time in every person’s life when they realise they can get Macca’s whenever they want (otherwise known as P plates). It speaks to the next generation of fans who’ve reached young adulthood and discovered their new-found freedom behind the wheel, while believing in the philosophy that they deserve a little treat for all of life’s occasions. Because grown ups don’t need permission, and in 2025, things like “work,” and “existing” are all perfect excuses to get oneself a little treat like a McCafé Iced Matcha Latte.

And in a summer full of minor inconveniences and iced drinks, McCafé is giving Australians exactly what they’re craving — because when the good, bad or innocuous happens, a little treat is always the answer.

The campaign kicks off with a film directed by Gabriel Gasparinatos through Revolver, celebrating the taste of freedom. It showcases a child gazing longingly at a Macca’s customer exiting the drive-thru, enjoying the first sip of their Strawberry Matcha Iced Latte on a hot afternoon — a true coming of age story Aussies can relate to. The customer’s iconic first sip in the film acts as a metaphor, reclaiming small delights in a world that asserts how joy must be earned or deserved.

The work continues with contextual placements where the independent agency captured hyper-specific everyday moments in an ironic Gen Z tone of voice — from sponsoring Uber Eats check out pages with “Ordered a big treat? You deserve a little treat.” — to the shirts of 6 ‘5 concert goers stating, “If you’re stuck behind me, you deserve a little treat.”  And transforming mildly inconvenient adulthood instances into messages supporting treat culture like “Existing? You Deserve A Little Treat.”

Says Amanda Nakad, Marketing Director of Menu and Brand for McDonald’s Australia: “Aussies already have a special relationship with Macca’s — it’s where we go to reward ourselves, even in the smallest ways. ‘You Deserve a Little Treat’ taps into that perfectly.”

Says a spokesperson from Wieden+Kennedy Sydney: “We all have those micro-moments that warrant a little treat — surviving a meeting, surviving summer, surviving adulthood. We just put a Macca’s spin on it. The humour, the honesty, the self-awareness — it’s what makes this campaign feel alive in the real world.”

Client: Macca’s
Agency: Wieden+Kennedy Sydney
Director: Gabriel Gasparinatos
Production Company – Film: Revolver
Post Production: The Editors
Sound: Rumble
Music Company: made by ikigai
Media Agency: OMD
In-Restaurant Agency: Akcelo
PR & Influencer Agency: Eleven
Digital Agency: Digitas
Photography: Bonnie Coumbe
Production Company – Stills: Photoplay