McDonald's Australia

People love to hate McDonald's, despite its broad reach and usage. Even following a rejuvenation of the menu, redesigned stores and strong sales growth, the brand was suffering a paradox: customers were doing one thing but thinking another.

McDonald's Australia

Russ Mitchinson

Agency: DDB Sydney

Helping people fall in love with the McDonald's brand again: don't charm, disarm

This is the story of how Planning unlocked an overlooked truth in our consumers' relationship with the McDonald's brand. This led to a campaign which

  1. Avoided advertising gimmickry

  2. Dramatised small & personal moments

  3. Got under the radar of rejection of the McDonald's brand

This strategy dramatised the disarming nature of the brand experience, which proved impossible to argue with; reminding consumers of what they loved about Macca's. This yielded not only sales and loved advertising, but provided a powerful...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands