McDonald's Australia: Macca's Summer of Spin

Zoe May

QSR brand McDonald's created targeted and culturally connected content to secure a summertime win in Australia.

Campaign details

Brand: McDonald's AustraliaBrand owner: McDonald's AustraliaAgency: OMD AustraliaMarket: AustraliaIndustries: Restaurants & takeawaysMedia channels: Content marketing, Social media, Sponsorship - sportsBudget: Up to 500k

Executive summary

Summer: the most important season in the fast-food industry's calendar. A time of year when people are more relaxed, wallets are more open to out-of-home dining and the category competes its hardest to win. For QSR brand McDonald's, an Australian market leader, our strongest competitor was hitting it out of the park when it came to 'owning summer' in consumers'...

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