McDonald’s has changed its name in Australia—now, consumers can spot the McDonald’s Aussie nickname, Macca’s, on the iconic arches signage at selected restaurants across the country. The change for the Aussie nickname has been made as part of the DDB Australia’s campaign launched to celebrate the national Australia Day (celebrated on January 26) at McDonald’s.
The changed logo with the Australian twist will live on the signage of 13 outlets until February 4, when it is going to turn to the traditional one. The promotion also includes TV, digital, print, outdoor, PR and social media executions as well as introduction of the new Aussie tastes menu. The ad, launched as part of the promotion (watch it above), features ordinary people of all ages and professions who come to Macca’s every day—the voiceover of the spot has a heavy Australian accent, which adds to the spirit of the celebration.
“We are thrilled with this integrated response from DDB Group, not only does it successfully showcase our Aussie tastes range, it also celebrates our place in the Australian community, including our ‘Aussie-only’ nickname—Macca’s,” commented Mark Lollback, McDonald’s Australia, chief marketing officer. “We’ve been a part of Australia for over 40 years now and we’re incredibly proud to embrace the nickname Australians have given us. What better way to show Aussies how proud we are to be a part of the Australian community than incorporate the name the community has given us across all our channels, even our signs?”
Hopefully, this Australian campaign will be much more successful than McDonald’s Japan “Enjoy! 60 Second Service” promotion, which received a lot of negative feedback. There, the chain promises that if you don’t get your hamburger in 60 seconds, it’s free—sounds great, but some McDonald’s Japan consumers say that they get horrible 1-minute sloppy and or even sans meat hamburgers.