Suche
Mein Konto
McDonald's Australia: Exciting new Chicken McWings and creative advertising!
Wieden+Kennedy Sydney launches its first McDonald's campaign with new Chicken McWings and creative advertising in Australia.
McDonald's Australia: Exciting new Chicken McWings and creative advertising!
In Australia, a new wind is blowing through McDonald's advertising landscape. Creative agency Wieden+Kennedy Sydney has launched its first-ever campaign for the fast food empire. The highlight of the new marketing offensive is the Chicken McWings, a new, permanent menu item. LBB Online reports that the campaign starts with an impressive out-of-home (OOH) advertisement and several films that arouse curiosity and make you smile.
Particular attention was drawn to the cryptic billboard advertisement, which was written in the Microsoft Wingdings font and contained a hidden message: “Peak Chicken Is Upon Us.” The innovation is supported by W+K Sydney managing director Matt Owen, who praises the collaboration with other agencies. However, despite the novelty, McDonald's remains in partnership with established agencies DDB, Akcelo and OMD. A change was necessary: Chris Brown, the previous head of marketing, was replaced by Annabel Fribence in April.
A look at the campaign
The creative minds behind the campaign, Roy Leibowitz and Chris Wilson, are excited about the new product range. To position the franchise as a serious provider of chicken products, popular McDonaldland character Mayor McCheese also makes an appearance, holding a press conference for the launch of Chicken McWings. Market analysts consider this strategy to be clever as it repositions McDonald's image as a chicken provider.
In addition to the Chicken McWings, a new McCafé Blend is also being promoted, featuring two short spots, 'Coffee First' and 'Yawn'. These 15-second commercials can be seen on TV, online and on the radio. McDonald's Australia marketing director Amanda Nakad highlights the growing demand for more chicken options and promises to meet customer demands.
The development of McDonald's in Australia
Wieden+Kennedy has joined the illustrious ranks of McDonald’s creative agencies, which have been under DDB Sydney’s primary mandate for 55 years. Bandt shows that McDonald's launched the tender after looking for a creative partner in October 2024 and was convinced by W+K's understanding of the needs of their fans and their creative approach. The agency is therefore committed to developing fan truths that make McDonald’s unique in Australia.
As in the past, McDonald's demonstrates a remarkable ability to adapt to local tastes, which is embedded in the company's marketing strategy. This strategy includes not only advertising, but also technological initiatives and local menu items tailored to the diverse preferences of the target audience. Business Model Analyst describes how McDonald's creates innovative menu offerings that address health and nutrition trends.
Strategic partnerships and a wide range of marketing measures increase brand awareness and promote customer loyalty. The current commitment to sustainability and the integration of customer feedback into marketing strategy are also part of McDonald's comprehensive plan to survive in a competitive market.