AUCKLAND, Today: McDonald’s New Zealand and DDB Group Aotearoa have gone all out, turning the launch of Macca’s biggest-ever burger into a full-blown road trip across the North Island. The campaign is pure Kiwi spectacle, big, bold and seriously shareable.
To mark the launch, Macca’s rolled out a massive big burger clam on a wide-load truck, touring the island and giving fans the chance to snap pics, share them online, and win a free Big Arch burger.
Supported by AV, OOH, digital, social and in-store content, the campaign captures the scale and energy of Macca’s newest menu heavyweight, all with that classic Macca’s flair.
“Adding a new burger to the Macca’s permanent menu is already a big deal, but when you combine that with the fact that it is their biggest burger ever, we know we had to do something big,” says DDB Aotearoa’s Executive Creative Director, Rory McKecknie.
“We’re marking its launch with a campaign that captures what Macca’s does best, big ideas, delivered with heart.” – Nikki Jeffcote, McDonald’s New Zealand Head of Menu
“Rather than telling people this is our biggest burger, we wanted them to feel it. So we built it, put it on wheels, and took it to the people. The idea was all about scale and spectacle, something unmistakably Macca’s, but with a uniquely New Zealand twist.”
Social content keeps the fun rolling online, with short-form videos, influencer collabs, and reactive posts featuring fan moments from the road, all adding to the hype and national buzz.
McDonald’s New Zealand Head of Menu, Nikki Jeffcote, said the Big Arch was made to satisfy both hunger and curiosity. “The Big Arch is made for those bigger hunger moments, it’s hearty and delicious.
“We’re marking its launch with a campaign that captures what Macca’s does best, big ideas, delivered with heart. Taking the burger on the road gave us a way to connect with communities and celebrate the playful, inclusive spirit that’s at the heart of our brand.”
The campaign runs nationwide across TV, outdoor, digital, social and earned media throughout October and November.
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