McDonald's Australia advertising & marketing assignments

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Selected McDonald's Australia advertising

McDonald's Australia - known locally as "Macca's" - is one of the US food giant's most successful international subsidiaries. Its 990 outlets make this the third largest territory for McDonald's in Asia, after Japan and China, and the #8 worldwide. Around 85% of outlets are franchised. McDonald's took its first steps into Australia in 1971, opening in the western Sydney suburb of Yagoona, and it had national coverage within a decade. The Australian business has been responsible for several notable firsts, including the McCafé coffee bar concept, launched in Australia in 1993 and now available worldwide; and Create Your Own premium burgers and mobile ordering, first trialled here in 2012. In another global first for the brand, selected branches temporarily changed their names and all signage to "Macca's" in January 2013 as part of a celebration of the Australia Day national holiday. One local concept that didn't catch on globally is the McOz burger, introduced in 1998 with the extra ingredient of beetroot (an Australian favourite). It was for many years a permanent fixture on the menu, served only in Australia, but was eventually replaced by the (beetroot-less) McFeast. The McOz reappears from time to time as a limited edition burger. (New Zealand has its own version: the Kiwiburger, first introduced in 1991. In addition to the bettroot, it has an additional fried egg). Some of these creations emanate from The Corner, a cafe "lab" in one of the trendier parts of Sydney, where new potential products are tested on consumers. McDonald's system sales in Australia are now around A$4bn. Andrew Gregory was appointed as CEO in 2014, succeeding Catriona Noble, a McDonald's lifer who started at the chain as a part-time holiday job and then rose through the ranks to chief restaurant officer for the APMEA region. (She departed in 2015 for ANZ Bank). In 2020, the company named Chris Brown, former CEO of longtime Macca's agency DDB as its new chief marketing officer.

Capsule checked 17th December 2020

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Which agencies handle advertising for McDonald's? Find out more from Adbrands Account Assignments

Who are the competitors of McDonald's? McDonalds' main competitors in Australian burgers are Hungry Jack's (the local name for Burger King) and Grill'd. See also Restaurants Sector index

Recent stories from Adbrands Update:

Adbrands Weekly Update 7th Dec 2017: Ads of the Week "Go Full Summer". Up here in the Northern hemisphere, with the Christmas holidays just around the corner, it's easy to forget that for some people the *summer* has just begun. DDB Australia has this lovely spot for McDonald's out this week, which offers a warm and enchanting bird's eye view of the fun and family games our cousins Down Under have to look forward to over the coming weeks. (For many it's already started). Hang on, guys, we're just jumping on a plane and on our way! 

Adbrands Weekly Update 28th Jul 2016: Ads of the Week "Olympic Breakfast". You have to feel a little sorry for Australians in the forthcoming Olympics, which are taking place literally on the other side of the world. Which means day becomes night and night day for any Ozzie planning to watch their boys and girls compete live. The local arm of "Maccas" - McDonald's to you and me - is taking advantage of that fact with a big push for its breakfast menu, courtesy of DDB Sydney.

Adbrands Weekly Update 5th May 2016: McDonald's Australia named PepsiCo marketer Jenni Dill as its new chief marketing officer, talking over from Mark Lollback, now head of WPP's local GroupM media division.

Adbrands Weekly Update 14th Apr 2016: Ads of the Week: "Anything For Love". McDonald's Australia unveiled this lovely extended ad from DDB Sydney to promote its grown-up gourmet burger range. However, the burgers themselves play only a supporting role in a witty and beautifully well-observed film about the often challenging but always rewarding relationship between a Dad and his daughter. This Dad will do anything for love, as long as it doesn't involve eating Chicken McNuggets. Admittedly this reviewer is a bit partisan (as a Dad with daughters) but any parent will find it hard not to be charmed.


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