To Bacon or Not to Bacon? Macca’s asks Kiwis to choose in new campaign via DDB New Zealand

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McDonald’s New Zealand has recently launched a new campaign via DDB NZ, Is a Big Mac with bacon still a Big Mac?


For a limited time, Macca’s has introduced the option to add bacon to their iconic Big Mac and Quarter Pounder burgers.

With both burgers occupying prime positions in the Macca’s burger pantheon, many would argue that adding bacon would transform the burgers into something they aren’t. Others would argue that anything is better with bacon…

The new spots encourage New Zealanders to take sides by following two Kiwi mates as they wade into fraught philosophical territory.

DDB’s chief creative officer, Damon Stapleton, says this campaign provided the challenge of taking an existing international campaign, and interpreting it in a way that would resonate with Kiwi audiences.

Says Stapleton: “We wanted to dial up the silliness in a way Kiwis would appreciate. It’s the kind of pointless-yet-impassioned argument you can imagine having with a good mate, and we wanted to capture that feeling.”

McDonald’s director of marketing, Jo Mitchell, says that having such iconic burgers gives Macca’s licence to play with those assets in interesting ways: “We’re really proud of how this campaign has come together, the team has had a lot of fun with it, and we hope it’ll create some interesting talkability around two of our most iconic burgers.”

The new Macca’s campaign puts a twist on an international campaign launched in the UK, Canada and Brazil, encouraging friendly debate among Macca’s consumers.

The campaign will roll out across TV, radio, social, digital, OOH and in store.

To view Johnny Tuivasa-Scheck’s take on the debate, click here.

McDonald’s NZ
Marketing Director: Jo Mitchell
Head of Marketing: Deb Fell
Senior Brand Manager: Nikki Jeffcote
Senior Brand Manager: Laura Youngman
Brand Manager: Nadia Smit Els

Creative Agency: DDB NZ
Media Agency: OMD
PR/Influencer Agency: Mango Communications
Production Company: FINCH
Director: Alex Roberts
Executive Producer/MD: Corey Esse
Executive Producer: Karen Bryson
Producer: Jimena Murray
DP: Ian McCarroll – IND
Production Design: Guy Treadgold – IND
Editor: Dave Whittaker – ARC
Colourist: Dave Gibson – IND
Post Production: Blockhead