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Middle Child
Macca’s have launched a new campaign seeking to hero middle children for the first time, inspired by their very own menu middle child – the McChicken. After years of being caught between its more famous siblings, the Cheeseburger and Big Mac, McDonald’s are putting the McChicken front and centre to give this middle child its moment. The campaign kicks off with a 60-second film and includes a partnership with Nova FM’s Kate, Tim & Joel show, a documentary produced by LADbible, social content across all major platforms, a digital display buy and an exclusive McChicken offer, launching in late-July. Says Tim Kenward, McDonald’s Australia marketing director: “The McChicken has a legion of very passionate fans. But we realised the Big Mac and Cheeseburger have traditionally stolen the limelight! It’s great to be able to find such a fun way of celebrating an iconic burger.” Says Jack Nunn, DDB Sydney CD: “This was such a fun collaboration with the whole DDB team and our awesome client, media and production partners. Proud we could help give Mid Kids their moment.” The campaign will run for the rest of the month and is part of Macca’s recent promotion of their core menu range which is currently being advertised across all channels. Credits: CLIENT : MCD Australia CREATIVE AGENCY : DDB Sydney PR : Mango Communications MEDIA : OMD PRODUCTION : Photoplay Playtime DIRECTOR/PHOTOGRAPHER : Sarah Adamson POST PRODUCTION : The Editors SOUND : Songzu https://www.ddb.com.au
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