Macca’s NZ takes its biggest burger on the road in new campaign via DDB Group Aotearoa
McDonald’s New Zealand and DDB Group Aotearoa have gone big, turning the reveal of Macca’s biggest-ever burger into a big tour of the North Island. The campaign puts scale, spectacle and social shareability at its heart, quite literally taking the big burger to the people, hitting the road Kiwi-style.
To celebrate the big news, Macca’s delivered the new big burger in a clam of generous stature on a wide load truck. Travelling the North Island, the big burger delighted fans who could snap it, share it and go in to win a free Big Arch burger. The ‘big burger clam’ is supported by a suite of AV, OOH, digital, social and in-restaurant content, all designed to capture the energy and scale of the new big burger in true Macca’s fashion.
Says Rory McKechnie, Executive Creative Director, DDB Aotearoa: “Adding a new burger to the Macca’s permanent menu is already a big deal, but when you combine that with the fact that it is their biggest burger ever, we know we had to do something big.
“Rather than telling people this is our biggest burger, we wanted them to feel it. So we built it, put it on wheels, and took it to the people. The idea was all about scale and spectacle — something unmistakably Macca’s, but with a uniquely New Zealand twist.”
Social content extends the experience online with short-form video, influencer partnerships and reactive content built around fan interactions from the road. Each touchpoint aims to amplify the sense of fun, shareability and national excitement around the launch.
McDonald’s New Zealand Head of Menu, Nikki Jeffcote said the Big Arch was a bold new addition to the menu that delivered flavour and fun: “The Big Arch is made for those bigger hunger moments – it’s hearty and delicious.
“We’re marking its launch with a campaign that captures what Macca’s does best — big ideas, delivered with heart. Taking the burger on the road gave us a way to connect with communities and celebrate the playful, inclusive spirit that’s at the heart of our brand.”
The campaign runs nationwide across TV, OOH, digital, social and earned media throughout October and November.
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