This summer, McDonald’s Australia, creative agency DDB Group Sydney, and media company OMD are celebrating the quintessential Aussie tradition of the Macca’s run, a term referring to the irresistible impulse to grab McDonald’s.
With the holiday season (which also happens to be summertime in Australia) in full swing, the campaign taps into the cultural phenomenon that happens when someone asks, “Macca’s run?” — a question that no Aussie can resist.
Influencer Tom Sharpe invited 18 million Aussies to join him for a live Macca’s run, setting the stage for Australia's summer-long celebration of this spontaneous, feel-good tradition.
Customers’ reasons for their Macca’s runs will be shared across TV, digital, social, and out-of-home platforms.
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"Macca's run" launches with a teaser phase, making the two iconic words impossible to miss across streets, screens, beaches, and social media.
The media strategy extends the campaign’s reach through partnerships with popular shows like "I’m A Celebrity Get Me Out of Here" and "Fox Cricket," engaging audiences during pivotal moments of entertainment and sport.
On Nova 96.9, Ricki-Lee, Tim & Joel will also collect quirky reasons for a Macca’s run via their reason registry hotline, amplifying community engagement.
DBB Sydney Chief Creative Officer Matt Chandler talked about how the campaign is constantly evolving:
"The phrase ‘Macca’s Run’ already exists in culture, we just needed to tap into it in a fun, modern and energetic way."
This campaign highlights the power of creative collaboration, showcasing how strategic marketing and local branding agencies can drive cultural relevance and consumer engagement through innovative, multi-channel strategies.
Celebrating Summer During the Holiday Season
While everyone else is shivering in the cold of winter, The Land Down Under is heralding the start of summer, and the fast-food giant just couldn't help but welcome it in its own unique way.
McDonald's wittily uses the concept of the "Macca’s run" to drive buzz around its new summer offerings and engage Aussies in a fun, energetic way.
This year’s menu features enticing additions like the Hawaiian Burger range, the Cadbury Cherry Ripe McFlurry — a global first — and other yet-to-be-revealed returning favorites.
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Phase two of the campaign will debut in January with new menu items and fresh activations, ensuring the "Macca’s run" momentum continues well into the new year.
McDonald’s Australia Marketing Director Amanda Nakad summed up the campaign’s aim in a statement:
"It’s designed to drive trial of our exciting new Summer menu and we are thrilled to see it in market thanks to our agency village."
The global chain keeps serving up ads that tap into the heart of its customers, no matter where in the world they may be.
Previously, McDonald's UK partnered with Leo Burnett for a holiday spot that lit up the streets — literally.
