McDonald's Australia: Australia Day - From McDonald's to Macca's

This case study shows how McDonald's, the quick service restaurant, overcame its American ownership to connect with Australians.

McDonald's Australia: Australia Day

Agency: DDB SydneyAdvertiser: McDonald'sBrand: McDonald's AustraliaCountry: Australia

Objectives

January is a critical time of the year for the retail sector and Quick Service Restaurants (QSR's), or fast food as it is colloquially known, is no different. All players are trying to get the year off to a flying start and as a result it is noisy, highly competitive…full of offers, promotions and retail clutter.

The major problem with January however is that consumers are generally disinterested in what retailers are saying and selling. It is a notoriously poor month...

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