Macca’s puts middle children in the spotlight in new McChicken campaign via DDB Sydney
Macca’s has launched a new campaign via DDB Sydney, seeking to hero middle children for the first time, inspired by their very own menu middle child – the McChicken.
After years of being caught between its more famous siblings, the Cheeseburger and Big Mac, McDonald’s are putting the McChicken front and centre to give this middle child its moment.
The campaign kicks off with a 60” film and includes a partnership with Nova FM’s Kate, Tim & Joel show, a documentary produced by LADbible, social content across all major platforms, a digital display buy and an exclusive McChicken offer, launching later this month.
Says Tim Kenward, marketing director, McDonald’s Australia: “The McChicken has a legion of very passionate fans. But we realised the Big Mac and Cheeseburger have traditionally stolen the limelight! It’s great to be able to find such a fun way of celebrating an iconic burger.”
Says Jack Nunn, CD, DDB Sydney: “This was such a fun collaboration with the whole DDB team and our awesome client, media and production partners. Proud we could help give Mid Kids their moment.”
The campaign will run for the rest of the month and is part of Macca’s recent promotion of their core menu range which is currently being advertised across all channels.
Client – MCD Australia
Creative Agency – DDB Sydney
PR – Mango Communications
Media – OMD
Production – Photoplay Playtime
Director/Photographer – Sarah Adamson
Post Production – The Editors
Sound – Songzu
28 Comments
Man… Macca’s chicken is actually awful. They need to more than groovy advertising to fix it.
When production don’t put they name on it
This is awesome! I’m a middle kid, and can relate!
This has an actual idea.
Saw this, love it! Casting is awesome!!
nice work peeps
That voice over. So annoying and so unnecessary.
That’s the worst Maccas spot for quite some time.
in their right mind pays attention to a wall-to-wall voice over ad?
Sadly, I agree with ruined. Was sooooo annoying actually, as it had promise.
that an idea like this was hard enough to get over the line with a blue chip client, let alone a subtle script and a non-retail VO. A win for Macca’s and DDB. Let’s celebrate good work when we see it.
This is way off brand.
Very, very poorly written. And the VO is college level execution (Blame the writing first, then the choice of voice). Oh, and then there’s the back track – utterly meaningless noise.
Everyone is white, except from the family before Nathaniel.
@C If I don’t see myself with at least 40 ethnicities and Nathaniels represented, I don’t even look at the product, let alone buy it.
The idea is solid but it needs a fair bit of explaining. It’s not a quick get. Hence why the execution for the film is so long winded and feels like a strategic case study.
I think you’re all wrong.
Known fact – every single middle child in Australia are white. All of them. And they only eat McChicken’s. And they all sound like the VO artist too.
I don’t understand the probs here.
I’d sure like to see how many Arrested Development references there were in this creative deck.
https://www.youtube.com/watch?v=iFwHAoBybxI&ab_channel=M%2BAD
How much better is this spot?
Um, the idea isn’t that middle children all eat McChickens. It’s that the McChicken is McDonalds’ middle child. Overlooked etc. That’s pretty clear to me. Did you watch it or read the headline?
@@Katie from Bondi,
You have to excuse my friend Katie. But at least we can agree that all middle children in Australia are white.
Cheeseburger released 1948.
Big Mac 1967
McChicken 1980
Not sure if they get the concept of middle child.
VW seems to be their only client doing good work these days.
You’re actually the mediocre child. Just like the diabetes ridden tripe this conglomerate serve to our kids. Go away please.
You work in the wrong industry if you’re too sensitive for a brand like Macca’s to do ads.
No-one is stopping you from serving your kids quinoa and kale for dinner. Let everyone else make their own minds up.
Yay. Lets wreck people and the planet more 🙌
Good idea, simple execution, makes me like the brand. Kudos
I quite like the insight that the chicken burger is the middle child in the McDonalds range, even if some of the geniuses on here had difficulty grasping the concept. There’s a lot to like in the positioning. It’s a fertile area for creative development.
And I don’t mind the execution.