McDonald’s celebrates grown-up tastes in its latest Un McDonald’s campaign via DDB Sydney

CB Exclusive: McDonald’s Australia has this week launched the next iteration of their highly successful and very Un McDonald’s Create Your Taste (CYT) campaign, via DDB Sydney.

At the core of the campaign is an emotive online film, set to Meatloaf’s iconic “I’d do anything for love”. The campaign highlights the lengths parents will go to for their children, while reminding them that with McDonald’s CYT – even if just for a moment – they can indulge their grown up side while enjoying time with their children.

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The campaign launched nationally on Sunday with the content film, while TV, radio, OOH, digital, CRM, social and PR components will commence late this week and showcase the new CYT ingredient options available, including gourmet crispy chicken, Tasmanian brie and halloumi from Cyprus.

Says Jo Feeney, director of marketing, McDonald’s Australia: “This latest Create Your Taste campaign perfectly celebrates the restaurant that we are – a place where there is something for everyone in the family.

“The insight behind the campaign highlights the role McDonald’s CYT plays for the modern family, where parents are often focused on pleasing the kids to the extent they even start living the lives of their children – from the games they play and the shows they watch to the food they eat. With our CYT offering, we’re able to give mum and dad a way to indulge their grown up side and enjoy gourmet ingredient combinations.”

Says Toby Talbot, CCO, DDB Group Sydney: “It takes a brave client to buy a line like ‘How very un- McDonald’s’, and an even braver one to buy a spot with a big emotional story at its heart. There are some amazing universal truths about fathers and daughters, and this spot really taps into them. Kudos to McDonald’s for believing in the idea and to our director, Noah Marshall, for bringing the story to life.”

Says Noah Marshall, director, The Sweet Shop: “The thing that really got me on this project was the true insight that most parents willingly sacrifice a ton of stuff as they raise their kids. The biggest challenge for me was getting my head into the head of a ‘girl dad’ as I have three boys, but I had plenty of mates to share their stories which made for an amusing research process.”

Says Wilf Sweetland, managing partner, The Sweet Shop Australia: “It was an absolute pleasure to partner with DDB and the team from McDonald’s. This work is the result of unwavering creative support from all involved – particularly the team at Maccas.”

McDonald’s Australia:

Music Supervisor: Karl Richter/ Level Two Music