McDonald’s has launched a new promotional campaign for its McSmart Meal, developed in collaboration with DDB Sydney. The McSmart Meal offers customers the ability to personalise their meal selections, featuring a Cheeseburger, Small Fries, and a Small Soft Drink – customers can then add one of one of four sides.

The sides available include 3pc Chicken McNuggets, a Cheeseburger, a Chicken ‘n’ Cheese, or a Small Sundae, all priced at $6.95.

The campaign is titled ‘What side are you on?’ and highlights unique personalities showcasing their preferred McDonald’s sides. This initiative is designed to engage customers by allowing them to tailor their meals according to their preferences. The campaign is set to run for a limited period, concluding on March 4th, 2025.

The promotional effort uses various media channels, including film, out-of-home advertising, and social media platforms. DDB Sydney, the creative agency behind the campaign, is partnering with OMD as the media agency. Photoplay has been engaged as the production company, with Sarah Adamson directing the campaign’s visual elements. Post-production responsibilities were managed by Heckler.

Tobi Fukushima, Head of Value, Promotions & Delivery Marketing at McDonald’s said: “We know our fans love variety and value, so we’ve added more choice to the McSmart Meal. This campaign is designed to give our customers the flexibility to enjoy their meal, their way.”

Jack Nunn, Creative Partner at DDB Sydney, said: “McSmart is a great deal and tapping into Macca’s fandom has been a great deal of fun.”

DDB Australia, the agency responsible for the creative direction of the campaign, is part of DDB Worldwide, an Omnicom company. The agency operates from offices located in Sydney and Melbourne. The collaboration between McDonald’s and DDB Sydney aims to leverage the popularity of McDonald’s menu items while providing customers with a customisable dining experience.

The campaign’s focus on personalisation aligns with current consumer trends that favour customisable dining experiences.