Macca’s NZ launches ‘the burger that changes everything’ in new campaign via DDB Aotearoa
DDB Group and Macca’s have introduced McCrispy to New Zealand, a burger that in one crunchy bite will have people questioning everything they thought they knew.
McCrispy – which joins the ‘Mc’ ranks alongside legends such as Chicken McNuggets and McChicken – is destined to be an delicious showstopper. Crafted with a perfectly seasoned 100% New Zealand chicken breast that’s coated in Macca’s crispiest batter and layered with lettuce and a peppery mayo, in a soft, water-split bun, the McCrispy burger delivers a satisfying crunch and moorish flavour that warrants its position alongside other iconic Macca’s favourites.
Such is its goodness, the new campaign demonstrates how McCrispy might make people rethink their chicken order. In the new ad we meet Chris as he tries one for the very first time. The revolutionary experience triggers a spiral of self-reflection with Chris wondering what else he might suddenly love. We go on a journey with him as he tries out being a yogi, chess mastery, a career as an influncer and much more.
“We wanted to show our chicken-loving Kiwis that the McCrispy is so much more than just a slightly different chicken burger,” Macca’s Head of Menu, Nikki Jeffcote, said.
“This burger delivers the crunch like no other Macca’s burger has done before – it’s loud and tasty enough to make you think, what else could I be missing out on?”
DDB Aotearoa’s Executive Creative Director, Rory McKechnie, said the campaign attacks all of your senses, from sight, sound and taste: “High impact out of home and video capture that moment of first bite, and the instant reassessment of all of life’s choices it triggers.
“McCrispy is also perfect for the ASMR generation, with social executions giving audiences and up close and extremely personal experience of the crunch.”
The McCrispy ‘this changes everything’ campaign will be rolled out from Wednesday, May 28, across social, outdoor, digital and broadcast.
Client: Macca’s New Zealand
Luke Rive – Marketing Director
Nikki Jeecote – Head of Menu
Violet Holster – Senior Brand Manager
Agency: DDB Group Aotearoa
Production Company: Finch
Media Agency: OMD
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