Macca’s unveils its next big thing: the McCrispy, launched by the Kid LAROI and DDB Sydney
McDonald’s Australia has a new chicken burger so good it’s going straight to the permanent menu. And that’s no small feat, as it takes pride of place up there with iconic names like the Big Mac, Cheeseburger, and Quarter Pounder. And since Macca’s is so sure the McCrispy will be its Next Big Thing, in the launch campaign from DDB Sydney in partnership with OMD, the juicy burger is schooled on what it takes and how it feels, to make it to icon status by Aussie music superstar, the Kid LAROI.
The Kid takes us on the stratospheric rise to fame that awaits the McCrispy. It starts with the selfie request, then come the followers, the paps, the merch, the commercials, the book deals, the collabs, and the bling.
Says Lancy Huynh, marketing manager, McDonald’s Australia: “The launch of the McCrispy is an iconic moment for Macca’s – it’s our most exciting chicken launch in years and we think it will be an absolute game-changer.
“To celebrate the arrival of our next big thing, we have partnered with Australia’s next big thing in music and culture, the Kid LAROI, to help us generate the level of conversation, excitement and buzz a new permanent menu item deserves.
“Our customers already love our stellar chicken line-up including the McChicken, McSpicy and Chicken McNuggets, and we’re excited to be upping the stakes with our crispiest chicken burger ever.”
Says Cam Hoelter, creative partner, DDB Group Sydney: “History tells us that when Macca’s puts a new burger on their permanent menu, it tends to become a classic. So, to launch the McCrispy, creatively we thought: What might happen if it did become their next big thing? And everything kind of wrote itself after that.”
Says The Kid LAROI: “Crispy, juicy and down-right delicious, the McCrispy has my seal of approval and its now part of my go-to Macca’s order.
“I love a good chicken burger and am a huge Macca’s fan, so when I found out McDonald’s was launching its best chicken burger yet, I had to get involved.
“I can’t wait for Macca’s fans and chicken lovers to try this new game-changing burger and, of course, see the ad!”
It’s the second time Macca’s and the Kid LAROI have joined forces, following the drop of Australia’s first local Famous Order in 2022.
Featuring crispy 100% Aussie RSPCA Approved chicken breast, fresh shredded iceberg and cos lettuce, and a new McCrispy signature sauce in a soft glazed bun, the McCrispy is now available across Macca’s restaurants nationwide, alongside the McCrispy Deluxe – its slightly fancier sibling.
The fully integrated campaign is rolling out across TV, OOH, cinema, radio, social, online, PR, and influencer.
Client: McDonald’s Australia:
CCO: Chris Brown
Marketing Manager: Lancy Huynh
Senior Brand Manager: Lauren Bolton
Assistant Brand Manager: Garima Sharma
National Media Manager: Martin Newman
Creative Agency: DDB Sydney
National Chief Creative Officer: Stephen de Wolf
Executive Creative Director: Matt Chandler
Group Creative Partner: Cam Hoelter
Senior Art Director: Sam Raftl
Senior Copywriter: Tom Lawrence
Junior Art Director: Sophie Hackett
Junior Copywriter: Amy Morrison
Managing Partner: Mandy Whatson
Senior Business Director: Izabela Gustowski
Strategy Partner: Katharina Wynne
Director – Social and Content Strategy: Katy Andrews
Group Head of Delivery: Adrian Jung
Operations Director: Steph Dix
Senior Project Manager: Lucy Stone
Senior Producer: Rene Shalala
Senior Integrated Producer: Claudia Brookes
Senior Production Lead: Zoe Andrews
Integrated Producer: Claire Peacock
Production: Good Oil
Director: Gary Freedman
Producer: Tracey Lee Permall
Executive Producer: Juliet Bishop
DOP: Ross Giardina & Lachlan Milne
Editor: Alexandre de Franceschi – The Editors
Post-Production: ALT VFX
Production Design: Annie Beauchamp
Sound Design: Squeak E. Clean Studios
Music Score: Soundtree Music
Production: Helium
Director/Photographer: Gio Pacialeo
Producer: Ben O’Donnell
DOP: Viv Scanu
Editor: Brad Hurt
Retoucher: Ankur Patak
Finished Artist: Holly Bradridge
Senior Producer: Claudia Brookes
Integrated Producer: Claire Peacock
Grade: Fergus Hally
PR: Mango Communications Sydney
Managing Director: Tabitha Fairbairn
Senior Account Director: Ashleigh Vallance
Account Director, Influencer: Nada Duyker
Senior Account Manager, Influencer: Sidney Balfour
Account Manager: Sarah Meenan
Senior Account Executive: Marina Kovacevic
Media: OMD
Director of Entertainment Partnerships: Hayley Pyper
Entertainment Partnerships Director: Hattie Dinger
Head of McDonald’s: Emily Bosler
Head of Strategy, McDonald’s: Zoe May
Head of Planning, McDonald’s: Catriona Oran Barthram
Senior Account Manager: Anna Heslop
Account Manager: Soraya Ghaidan
United Talent Agency:
Music Brand Partnerships Agent: Sara Schoch
Partner/Talent Agent: Mike G
47 Comments
yes there will…
“The launch of the McCrispy is an iconic moment for Macca’s – it’s our most exciting chicken launch in years and we think it will be an absolute game-changer”
It’s a chicken burger boss
Of all the big DDB work of late this one works.
Well done to all involved.
but you never explained to me the difference between a McChicken (the og chicken burger on the menu) and a McCripsy (some new blonde twink)?
This is good work Cam.
yes….Ha Ha…yes!
I’m lovin’ it!
Sounds American to me
And no idea.
Racist and stereotypical af. Not surprised though.
The next, enlightened generation of stars demonstrating they are not vulnerable to being seduced by the capitalist dollar!
This is pretty good for Maccas
Who the hell is Kid Laroi?
Good production value. A bit of an expected idea. Overall pretty solid.
… spat my drink.
Well played.
Bit of censorship in the comments here I’d say.
That list of management and agencies is astounding. Its another chicken burger..not a moon landing or cancer drug. No wonder its $7 plus
https://www.youtube.com/watch?v=ftIIx-2EYms
Are you high?
Where’s the junior credits?
It’s nike write the future and soulless
Oh how the mighty fall
Feels derivative but the craft is great! Makes me want to eat one too.
So the ideas are derivative but the craft is great? Bizarre statement. Ads work when the ideas are good and breakthrough to the audience, not because they look good. Nobody watches an ad because the craft is great. It’s 2023. Enough money or the new iPhone wide angle camera, with the latest editing / vfx packages, camera twirls, some trendy animation and the craft will be ‘great’ on anything.
Craft is for grandmas, and children.
Craftsmanship (gender aside) is about to be handed to the masses on an AI platter.
Better get your ideas, knowledge of the medium and general global cultural awareness dusted off because you won’t be able to hide behind ‘but the craft is great!’ for much longer.
Crap music + Junk food. This brand ambassadorship could not be more perfect, and true to form, even the idea and execution holds zero nutritional value.
What’s up with DDB pumping out flashy ads with absolutely no insight the last year or so?
Because Kid Laroi is involved everyone want to put their name to it.
But when it’s all said and done, it’s just meh
This ad is pushing mongo
Best comment I’ve seen on CB for a while.
What a stinker. What is it even about. Oh dear.
Some might have personal reasons for not liking an agency, but why the hate? Or at least if you’re going to drop hate on something, make it intelligent. I don’t personally like Kid Laroi but I think this will work well. Probably some good integrated opportunities coming soon. Film’s nice. And this is from someone who absolutely detested working on Macca’s. Hate it if you want, but it’s not bad work.
Is this aimed at kid Larois’ fans? Because you realise that demographic doesn’t watch free to air tv, definitely don’t sit still for youtube or online ads and barely go to the cinema. Unless this is unskippable or under 15sec in their tik tok, Instagram, Facebook, twitch feed etc they won’t see it. If they do see it they will think it’s uncool, slow, boring and shit (because it’s made by old people). If this is aimed at older people laughing at influencers then they won’t care either because who the hell is kid laroi. Or will they think ‘ha yeah what about those pop star influencers, what a good joke, better get a chicken burger.’
The amount this misses the boat is eye raising and part of the reason why the industry is collapsing here.
I’m assuming this was meant to be for gen-z? But everything and everyone involved seems to be old and way out of touch with what youth culture is now. If you’re hunting for cool, it’s definitely not a bloated walk-and-talk about a burger using a bunch of tired techniques
Absolutely no hate on DDB. There is some great people there who make great work.
My Pseudonym was a reference to an ad I speculate was a core point of reference for this film. If you’re new around here check it out:
https://www.youtube.com/watch?v=vQto05XK0ro
Even down to the talking poster, and the haters line down the back end.
Maybe it was too intelligent and went over your head. I’ll take your feedback onboard for next time.
This is a total mess. Lost me 5sec in.
I can only imagine the illustrious boards this TVC was scraped from, only for it to turn out as it has. Props to anyone at DDB that managed to work on this and not leave immediately afterwards. Goes to show the level of mediocrity here. I bet each person who worked on this, in their own right is amazing.
The work is average, the insight lacking.
Musicians weren’t TicTok-DingDongs and unapologetic shills?
I am so sick of hearing about f&*$#%g ‘insights’!
With the idea of ‘straight to the permanent menu’.
@Remember – when?
Indeed. But, this is getting gross. What is the connection between this hack and chicken?
X infinity.
What a huge pile of ****…these comments are.
It’s got everything: positive stuff with no substance; negative comments with no substance; accusations the positive stuff must be from the agency; complaints the credits are missing people; complaints the credits are too long; links to other ads; accusations there are no insights; accusations the ad doesn’t speak to the target audience; and then others asking who Kid Laroi is; comments about the craft but with no substance as to why it is good or bad.
You people are an embarrassment to the industry.
I particularly love the comments from ‘Kids’ who sprouts a bunch of cliches about the demo and the media they consume (or don’t consume) that is completely wrong. The comment also assumes this spot is the only component of the campaign, forgetting they may have other executions that are tailored to the channels they run on.
The job is advertising is simple. It is either to create awareness, also known as mental availability, to create future sales, or to shift product in the short term. This ad will effectively do both which would make this a very good ad. The fact most of you creatives don’t seem to understand that is why clients don’t trust your opinions
Does anyone read these long winded comments?
Anyway… I’m keen to try the burger. Wonder if it will be crispy.
Would you like fries with that?
Did Kid really say those things about a burger?
How about we all slow down on the meat advertising #climatechange #chickensdiedforthisad