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April, 2024

McDonald’s Australia revives iconic Big Mac chant in major campaign with DDB

McDonald’s Australia, in collaboration with DDB Sydney and OMD, has launched a significant new campaign to reintroduce the iconic Big Mac chant.

The campaign, which kicked off today, includes a TV campaign and innovative out-of-home executions.

The campaign features a 60-second hero film from DDB Sydney titled ‘The Original Mouthful’ that pays homage to the enduring popularity of Big Macs throughout the decades and the chant’s place in the Australian vernacular. Directed by Revolver’s Leilani Croucher, the TV campaign leans heavily into the Big Mac’s 56-year legacy and takes viewers back to 1968, when Big Mac creator, Jim Delligatti, initially devised the now iconic burger. The film then travels through the Big Mac’s evolution across the decades, showcasing just how the burger and its ingredients have stood the test of time.

The original Big Mac chant ad campaign was developed by DDB’s then creative leader, Keith Reinhard, who is still Chairman Emeritus of DDB today. The new campaign draws on this legacy and is rolling out across April, featuring on TV, online video, out-of-home, radio, digital audio, social, print, POS, PR, influencers, and partnerships with more innovative elements set to launch soon.

“Bringing the Big Mac to a new generation was an awesome task. It’s an icon and part of Australian culture – it’s The Original Mouthful,” Matt Chandler, DDB Sydney Executive Creative Director, said. “The launch film was shot and crafted with excruciating attention to detail, ensuring every decade was brought to life as though it had been found on a shelf in an archive. From the wardrobe and propping to the speech patterns and performances of our talent, everything was lovingly recreated to give that innocent and infectious feeling of fun you get trying to nail the chant.”

Marketing Director for McDonald’s Australia, Samantha McLeod, said the challenge of introducing a new generation of Aussies to the Big Mac and the much-loved chant was something the team did not take lightly.

“Australians love their Big Macs and we’re really thrilled with this campaign from our agency village – it’s McDonald’s ‘feel good marketing’ at its best and there’s a lot more exciting stuff to come, so stay tuned,” she said.