McDonald's New Zealand: Kiwiburger

Quick-service brand McDonald's New Zealand launched a music video, with on- and offline support, to reflect and represent all Kiwis and boost sales of its Kiwiburger.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: DDB Aotearoa, AucklandMarket: New ZealandSector: Restaurants & takeawaysMedia channels: Online video, Outdoor, Out-of-home, Public relations, Radio & audio, Social media, Television, Video on demand, Websites & micrositesBudget: 500k - 1 million

Executive summary

In 1991, quick-service restaurant brand McDonald's New Zealand launched the Kiwiburger with 'The Kiwiburger Song' – the nation's unofficial definition of what it meant to be a Kiwi. By 2020, the song hadn't changed in 30 years, but New Zealand had. A lot.

So, in a year...

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