McDonald’s and creative agency Wieden+Kennedy Sydney have released their first pieces of work together since the partnership was announced earlier this year.
The campaign features mysterious OOH to keep customers guessing on what’s to come and speaks to chicken lovers across the nation as Macca’s enters into a new golden era as it launches a new permanent menu item, Chicken McWings.
Cryptic billboard teasers have popped up across major cities in Australia, featuring a hidden message disguised in the nostalgic Microsoft font “Wingdings”.
These billboards aim to entice fans to try and decode the secret message, which has been revealed: “Peak Chicken Is Upon Us.”
Following the obscure billboards, the campaign continues with McDonaldland character Mayor McCheese with a formal press conference to officially launch Chicken McWings to the nation.
It also includes two supplementary films titled “A Great Legacy” and “Historians,” as well as additional OOH, and social and radio content comparing this historic moment to other iconic eras.
The creative agency noted that the McWings campaign is rooted in a simple fan truth — Macca’s isn’t the first place you think of when you think of chicken. But now there has never been a better time to be a chicken fan at Macca’s with a new and improved menu of chicken items.
Additionally, McDonald’s and W+K dropped another set of work that caters to coffee lovers across the nation as a new McCafé blend hits restaurants nationwide.
To help Macca’s enthusiasts start their mornings right, W+K leaned into a relatable fan truth: You come for the McMuffin, but you can’t pass on the coffee.
The campaign consists of two spots, “Coffee First” and “Yawn”. The :15 spots can be seen on broadcast and online, and the work also includes radio, social and influencer content, as well as OOH placements.
“It’s been a while since we have added something new to the permanent menu, but the response to Chicken McWings during the trial made it clear: Aussies want more chicken options with their order,” Amanda Nakad, Marketing Director of Menu and Brand, McDonald’s Australia, said,
“Chicken McWings are now claiming their spot next to other legends like the McChicken, McSpicy, McCrispy and Chicken McNuggets. It’s the golden era of chicken at Macca’s – and we’re just getting started,” she added.
Matt Owen, MD, W+K Sydney, said: “It’s been brilliant how we have been welcomed into the agency village, with all the agencies helping us to get up to speed and sharing their learnings on the brand. They’ve also given us the space and permission to bring fresh eyes and that excitement that only comes from being the newest kid on the block.”
Roy Leibowitz and Chris Wilson, GCDs, W+K Sydney, added: “Macca’s has been awesome forever. Now with the launch of their delicious Chicken McWings, and McCafé new blend, they’re even more awesome. A new era has arrived, and we couldn’t be more excited to be part of it.”
Peak Chicken Credits
Client: Macca’s
Agency: W+K Sydney
Director: Kyra Bartley
Prod Company – Film: Finch
Photographer: Bonnie Combe
Prod Company – Stills: Photoplay Photography
Sound House: Rumble
Media Agency: OMD
In Store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications
McCafé New Blend Credits
Client: Macca’s
Agency: W+K Sydney
Director: Jakob Marky
Prod Company – Film: The Sweetshop Films
Photographer: Bonnie Combe
Prod Company – Stills: Photoplay Photography
Sound House: Rumble
Media Agency: OMD
In Store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications