Straight from the marketing kitchen of McDonald’s Australia (Macca’s) and DDB, Ad Nut has been served the McCrispy, a chicken burger with the audacity to claim a permanent menu spot alongside heavyweights like the Big Mac, Cheeseburger, and Quarter Pounder.
The work, titled ‘Next Big Thing,’ features Australian music sensation Kid Laroi, and is taking the new burger through what a rise to superstardom would look like. Selfies, followers, paparazzi flashes, merch madness, book deals—a wild ride filled with more bling than a golden fry can handle.
McDonald’s Australia marketing manager Lancy Huynh said the McCrispy is the fast-food chain’s “most exciting chicken launch in years,” she’s confident that the item will be a “game-changer.” “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.”
Ad Nut half-expected this burger to break into an ‘I Will Survive’ chorus at any moment in this journey, but it's not here to sing; it's here to shine. And boy, is it shining! The Kid Laroi schools the McCrispy on the ropes of becoming the next big thing… and lends his own fame to help it all happen.
The McCrispy Deluxe features 100% Aussie RSPCA-approved chicken breast with a crispy coating, topped with fresh shredded iceberg and lettuce, ripe tomato, Aussie Jack cheese and a new secret McCrispy signature sauce, served in a soft glazed bun. The burger has performed well in global markets, including the US, UK, Sweden, France, Spain and Canada. Now, Australians get to experience a version of the burger explicitly created to suit their local tastebuds.
“History tells us that when Macca’s (McDonald’s Australia) 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 DDB Group Sydney's creative partner, Cam Hoelter, on the campaign.
The campaign is not a piece of art or a stroke of creativity. It’s not meant to be. Ad Nut won't dissect, decode or even ponder whether the pursuit of virality has eclipsed meaningful storytelling. In the age of the next viral thing, this piece of catchy work will resonate with the audience.
By advertising standards, it's not equivalent to the moon landing or finding the cure for cancer, nor is it the Mona Lisa of commercials. But it does something primal – it makes one crave a McDonald's. In the world of advertising, that's the ultimate victory.
Now, whether the McCrispy truly becomes the next big thing or fades from public memory is yet to be seen, but for those keeping score, this isn't the first time Macca’s has added a new burger straight to its permanent menu. Each time Macca’s does this, the item tends to become a classic.
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
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
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
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
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