In a pickle: Macca’s gives runners a briny boost

AUCKLAND, Today: Pickle juice probably isn’t the first thing that comes to mind when preparing for a run. But McDonald’s has turned its famous burger brine into an unlikely running companion.

Macca’s Pickle Boost made its way to running events in Auckland and New York over the weekend, giving thousands of runners a tangy helping hand when cramps threatened to spoil the fun.

Created with Omnicom Oceania agencies McCann New Zealand, FleishmanHillard New Zealand, OMD and global partners, the activation put bottled McDonald’s pickle brine into the hands of runners.

In Auckland, participants could stock up at a dedicated pickle station before hitting the start line, with 22 contextual out-of-home placements keeping the idea visible throughout the course.

There’s some science behind the unusual drink, too. Pickle brine’s sharp, acidic taste is thought to trigger a sensory reflex that can help interrupt muscle cramps, potentially working in around 90 seconds.

McDonald’s Director of Marketing Luke Rive says the idea followed the brand’s pickle partnership with Auckland FC earlier this year.

Whether people were chasing a personal best or just out to make it across the finish line, we were happy to give runners a little pickle-powered encouragement along the way." – Luke Rive, Director of Marketing, McDonald’s

"We've always known people have strong feelings about our pickles, but we never thought we'd be handing out the brine to runners!

"We gave the Auckland FC boys a taste earlier this year, and with so many Aucklanders hitting the pavement this past weekend, we thought we'd get behind them too,” he said.

"Whether people were chasing a personal best or just out to make it across the finish line, we were happy to give runners a little pickle-powered encouragement along the way."

For McCann New Zealand Chief Creative Officer Gary Steele, seeing a locally developed idea travel internationally has been another highlight.

“It’s been incredible to see the reaction from runners both here and in the US. It’s amazing to see an idea that we developed here in New Zealand come to life at some of the world’s biggest running events – with the US team taking the idea to running events in Chicago and New York,” he said.

“It’s a brilliantly unexpected way for Macca’s to show up in sport, and proof that a simple idea involving a humble pickle can make a big impact on the world stage.”