Are you getting ready to enter the Collaboration & Culture category of the WARC Awards for Effectiveness? Here's something to inspire you! Read on to find out more about 2021 Gold winner, McDonald's New Zealand.
McDonald's New Zealand: Kiwiburger
Brand: McDonald's New Zealand
Brand owner: McDonald's
Entrant company: DDB Aotearoa, Auckland
Market: New Zealand
The challenge: With almost the whole nation already its customers, McDonald's New Zealand needed to grow customer value rather than volume, by increasing average spend through higher-value menu items. The Kiwiburger had launched in 1991 and quickly evolved into an enduring icon. However, like many icons, it had latterly come to be taken for granted. Customers loved the product, but weren't buying it. To reinvigorate a historic icon, drive sales and grow business value, the Kiwiburger needed to find a new foothold in Kiwi culture.
The insight: To get the Kiwiburger back into the cultural conversation, McDonald's had to understand the cultural conversation in 2019/2020. Prior to the outbreak of COVID-19, 2019/2020 had been defined by a global discussion about identity and equality, which McDonald's could not ignore.
The execution: The campaign kickstarted with a remake of the Kiwiburger's launch video from 1991, updated to a feature a band, lyrics and sound that represented every Kiwi to reflect a more diverse, inclusive view of what mattered to the nation. Then, through Kiwi celebrity-influencers, McDonald's started a cultural conversation through PR, social, online and OOH, encouraging audience collaboration.
The results: Thanks to the video, McDonald's saw an increase in perception of the brand as 'part of the New Zealand culture' and a 700% uplift in Kiwiburger searches, ultimately leading to its best-ever sales week in the country.
In partnership with On Strategy Showcase's Fergus O'Carroll, WARC has interviewed Deb Fell, Head of Marketing at McDonald’s New Zealand, and Charlotte Marks, Strategy Director at DDB New Zealand, to uncover behind-the-scenes insights on the work.
Where to listen
The WARC Awards for Effectiveness are open for entries with deadline on 2nd March.
Your Collaboration & Culture entry will be judged by a brilliant panel of industry experts, chaired by Michael Flatt, Director, Global Integrated Marketing at Xbox.