DDB takes Macca’s biggest burger on the road

McDonald’s New Zealand and DDB Group Aotearoa have turned the reveal of Macca’s biggest-ever burger into a tour of the North Island. The campaign shows Macca’s delivering the new big burger on a wide-load truck, where fans can snap it, share it and go in to win a free Big Arch burger. The ‘big burger clam’ is supported by a suite of AV, OOH, digital, social and in-restaurant content, all designed to amplify the energy and scale around the launch. “Adding a new burger to the Macca’s permanent menu is already a big deal, but when you combine that with the fact that it is their biggest burger ever, we know we had to do something big,” says DDB Aotearoa’s executive creative director Rory McKecknie. “Rather than telling people this is our biggest burger, we wanted them to feel it. So we built it, put it on wheels and took it to the people. The idea was all about scale and spectacle – something unmistakably Macca’s, but with a uniquely New Zealand twist.” Social content extends the experience online with short-form video, influencer partnerships and reactive content built around fan interactions from the road. Big ideas, delivered with heart Nikki Jeffcote, McDonald’s New Zealand head of menu, says: “The Big Arch is made for those bigger hunger moments – it’s hearty and delicious. “We’re marking its launch with a campaign that captures what Macca’s does best – big ideas, delivered with heart. Taking the burger on the road gave us a way to connect with communities and celebrate the playful, inclusive spirit that’s at the heart of our brand.” The campaign runs nationwide across TV, OOH, digital, social and earned media throughout October and November.