SYDNEY, AUSTRALIA – Only one month after they launched their first work together, McDonald’s Australia and Wieden+Kennedy Sydney, the leading, global QSR brand and the independent agency are back again with its next set of work titled “Brekkie Comes First”.
The campaign celebrates Macca’s breakfast menu as the most important time in a brekkie fans’ day. The work is grounded in a relatable fan truth — “I only go to McDonald’s for the breakfast” — and speaks to a subsection of fans who view the restaurants as a tried-and-true breakfast company. Because breakfast enthusiasts flock to Macca’s for what they crave the most in the morning — hashbrowns and McMuffins (not Chicken McNuggets or a Big Mac).
The fully integrated campaign features a :30 film set to the iconic ‘80s ballad “It Must Have Been Love” by Roxette. Appropriately titled “Delicious Heartache,” the film directed by Revolver’s Taso Alexander showcases a heartfelt montage of fans who missed Macca’s breakfast and is contrasted by the satisfaction of those who were lucky enough to make it in time. Because Macca’s brekkie window waits for no one — but no worries because it will be available again tomorrow morning.
But that’s not all. To celebrate the highly anticipated McGriddles® coming to Australia, the campaign highlights the global fan favorite breakfast sandwich with a spot titled “Most Important Meal” — showcasing how Macca’s is the only place where fans can get a burger with pancakes as buns. Additionally, the work features witty OOH to promote this message and showcases its range of breakfast items like “Nothing Good Ever Happens After 4 am…Oh Wait”, “McGriddles Are Here, Tell Greg” and “Don’t Sleep On It”.
In social, the campaign extends on the ‘80s ballad theme with love song dedications to Macca’s brekkie icons and also includes a suite of hopecore memes that tap into that blissful moment one does make the brekkie window.
“For plenty of people, the best bit of Macca’s is brekkie. To them, breakfast really does come first. And it sucks to miss it.” W+K Sydney Group Creative Directors Roy Leibowitz and Chris Wilson said.
“It was great to take a global insight and put our own Aussie twist on it. Tonally, this feels like the right sort of space for us to play in.” W+K Sydney Managing Director Matt Owen added.
The work can be seen across TV, online video, social, OOH, radio, as well as through sponsorships, in-store and on the MyMacca’s app.
CREDITS:
Clients: Macca’s
Agency: Wieden+Kennedy Sydney
Director: Taso Alexander
Production Company – Film: Revolver
Post Production: The Editors
Sound: Rumble
Music Supervision: Trailer Media
Media Agency: OMD
In-store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications
