Macca’s unites fans for FIFA Women’s World Cup 2023 with new campaign and world-first giant Macca’s Fries restaurant via Akcelo
UPDATED TO INCLUDE TVC: Macca’s is uniting football fans with a stream of interactive experiences taking place across the country, as part of its global sponsorship of the FIFA Women’s World Cup Australia & New Zealand 2023 plus a new global campaign created by Wieden+Kennedy and developed locally via Akcelo.
The celebrations kick-off alongside the tournament this Thursday, 20 July, with the opening of the world’s first giant Macca’s Fries restaurant at Tumbalong Park in Darling Harbour, Sydney.
Standing close to five metres tall, the larger-than-life Macca’s Fries packet is equipped with a working restaurant serving up Macca’s iconic hot, crispy Fries to football fans within the FIFA Fan Festival, as well as members of the public.
Medium Fries can be purchased and enjoyed alongside Macca’s limited-edition ‘Sauces of the World’ – Outback BBQ Sauce and Wasabi-flavoured Mayo Sauce – inspired by participating countries at the FIFA Women’s World Cup 2023.
Says David Morris, brand manager for McDonald’s Australia: “We are excited to create unforgettable experiences for fans across the country at the FIFA Women’s World Cup 2023.
“Based in Darling Harbour, our giant Macca’s Fries, also known as the Fry-Thru, is the perfect spot for all football fans to come together to fuel up on our iconic Fries before or after a game.
“We look forward to bringing people together and uniting fans from across the world through our shared love of football and Macca’s.”
In addition to the Fries restaurant, there is Golden Arches of the World and an arrangement of comfortable communal seating that double as the perfect photo-opp.
Macca’s will also have a range of experiences outside stadiums across Sydney, Melbourne, Brisbane, Perth and Adelaide. Experiences on offer include Macca’s All Stars – an interactive photobooth that gives fans a collectable card, personalised by name, location, match and choice of a skill, alongside Macca’s Swings.
To continue the football celebrations in restaurants, Macca’s will shine a light on the greatness of women’s football with the new Panini Football Stickers Happy Meal. Fans will be able to build their own dream team with one of 12 double-sided posters and mix of five stickers, available in all restaurants nationwide from now until Wednesday, 23 August.
FIFA – activations
Client: McDonald’s Australia
Creative: Akcelo
Production: Better Sets, SnapSnap
Media: OMD
PR: Mango Communications
Influencer: Mango Communications
Digital: Digitas
Social Community Management: DDB Sydney
FIFA – Wanna Go to Macca’s
Client: McDonald’s
Global Creative: Wieden+Kennedy
Local Creative: Akcelo
Local Media: OMD
Local PR: Mango Communications
Local Influencers: Mango Communications
Local Digital: Digitas
Local Merchandising: GJs
Social Community Management: DDB Sydney
17 Comments
Why??
Ah, Maccas. The choice of athletes everywhere.
Simple, powerful, fun.
I’m lovin’ it!
Akcelo delivering more big things. This is rad.
Seems like this agency is doing a lot more work for Maccas recently than DDB are
It’s happening…
Didn’t they open a Fry restaurant in Ultimo in 2015 to launch their loaded fries?
Can someone please just tell me what this all means. Why only fries? Why fry-thru? It doesn’t even sound like drive-thru? Is there a truth about hot chips and the world cup? I just don’t get any of this HELP ME
Who else is sick of seeing renders passed off as work?
Akcelo, the big thing agency.
From the team that brought you the big squid games thing and the big rainbow and the other big stranger things alien thing, comes big fries.
If only they had the Womens World Cup, we’d get a giant football.
Ackelovertising – Let’s make a big thing!
Squeezing in a maccas before the game: good idea
I shudder how much to think Akcelo charged Maccas for this.
This has got sweet FA to do with football. Totally generic idea.
Hold on though. This big thing is a render. Does the real big thing exist? Or is Akcelo just pitching this via Campaign Brief?
ddb couldn’t get it right
and seems akcelo can’t quite, either.
start to wonder if it’s agency or client, eh
chips are pretty big, though.
Honestly, I love that Akcelo keep stealing business from the old, out of touch, horrid culture, bland and tired DDB. Whether you like Akcelo or not, they are a fresh team taking on an agency that is the epitome of everything that is wrong with Adland.