McDonald's Australia

Russ Mitchinson

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...

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