McDonald’s drops clues, chicken, and coffee in first campaign via Wieden+Kennedy Sydney

McDonald’s Australia and Wieden+Kennedy Sydney have officially launched their first campaign together, marking a bold new creative chapter. The debut work signals the start of Macca’s ‘golden era of chicken’, introducing the new permanent menu item Chicken McWings with a mysterious, fan-fuelled campaign built around nostalgic codes, OOH teasers and a mock-historic launch moment.

The campaign is the first major output from Wieden+Kennedy’s newly established Sydney hub, created to service the McDonald’s business following the agency’s appointment to the brand’s creative village announced earlier this year. W+K joins long-time lead agency DDB, as well as OMD, Akcelo and Digitas, in delivering integrated brand and menu campaigns for Macca’s in 2025.

To unveil the campaign, McDonald’s has launched cryptic billboard teaser pop ups across major cities in Australia, which feature a hidden message disguised in the nostalgic Microsoft font “Wingdings.” These billboards have been enticing fans to try and decode what this secret message could mean, and now it’s finally been revealed: “Peak Chicken Is Upon Us.”

Quickly following the obscure billboards, the campaign continues with McDonaldland character Mayor McCheese with a formal press conference to officially launch Chicken McWings to the nation. The campaign also includes two films titled “A Great Legacy” and “Historians”, directed by Kyra Bartley through Finch, as well as additional OOH, and social and radio content comparing this historic moment to other iconic eras like Cleopatra, the Renaissance and when dinosaurs walked the earth.

The McWings campaign is rooted in a simple fan truth — Macca’s isn’t the first place you think of when you think of chicken. But now there has never been a better time to be a chicken fan at Macca’s with a new and improved menu of chicken items.

Additionally, Macca’s and W+K dropped another set of work that caters to coffee lovers across the nation as a new McCafé blend hits restaurants nationwide. To help Macca’s enthusiasts start their mornings right, W+K leaned into a relatable fan truth: You come for the McMuffin, but you can’t pass on the coffee.

To highlight this message, the campaign consists of two spots, “Coffee First” and “Yawn” directed by Jakob Marky through The Sweetshop. The 15 second spots can be seen on broadcast and online, and the work also includes radio, social and influencer content, as well as OOH placements.

Says Amanda Nakad, Marketing Director of Menu and Brand, McDonald’s Australia: “It’s been a while since we have added something new to the permanent menu, but the response to Chicken McWings during the trial made it clear: Aussies want more chicken options with their order.

“Chicken McWings are now claiming their spot next to other legends like the McChicken, McSpicy, McCrispy and Chicken McNuggets. It’s the golden era of chicken at Macca’s – and we’re just getting started.”

Says Matt Owen, MD, W+K Sydney: “It’s been brilliant how we have been welcomed into the agency village, with all the agencies helping us to get up to speed and sharing their learnings on the brand. They’ve also given us the space and permission to bring fresh eyes and that excitement that only comes from being the newest kid on the block.”

Says Roy Leibowitz and Chris Wilson, Group Creative Directors, W+K Sydney: “Macca’s has been awesome forever. Now with the launch of their delicious Chicken McWings, and McCafé new blend, they’re even more awesome. A new era has arrived, and we couldn’t be more excited to be part of it.”

Peak Chicken Credits
Client: Macca’s
Agency: W+K Sydney
Director: Kyra Bartley
Prod Company – Film: Finch
Photographer: Bonnie Combe
Prod Company – Stills: Photoplay Photography
Sound House: Rumble
Media Agency: OMD
In Store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications

McCafé New Blend Credits
Client: Macca’s
Agency: W+K Sydney
Director: Jakob Marky
Prod Company – Film: The Sweetshop
Photographer: Bonnie Combe
Prod Company – Stills: Photoplay Photography
Sound House: Rumble
Media Agency: OMD
In Store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications

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