AUCKLAND, Today: McDonald’s NZ has found a new use for its leftover pickle juice, teaming up with Auckland FC to bring the salty stuff to the sidelines.
For the first time, leftover pickle juice from Macca’s kitchens has been bottled up and put to work on the football pitch. It might sound a bit odd if you’re not living in the changing rooms, but pickle juice has become increasingly common in sport.
Players dealing with cramps mid-game have been reaching for the brine, with the salty hit believed to trigger a neural reflex that helps stop cramp.
As part of the partnership, Macca’s worked with Auckland FC’s sports and nutrition team to supply pickle juice to the club’s players. Spectators at recent matches may have spotted it on the sidelines, or in the hands of players including defender Dan Hall. The trial is not just for the pros either.
Over-40s sports teams across Aotearoa have also had the chance to get their hands on their own supply, because apparently game-day cramp respects no age bracket.
“Great ideas can come from noticing weird, brilliant things happening in culture and turning them up.” – Rory McKechnie, Executive Creative Director, McCann
Through Macca’s social channels, players could enter the draw by tagging their football team and club. The idea is simple enough: no one likes being left in a pickle on game day.
Simon Kenny, Head of Impact and Communications, McDonald’s New Zealand, says the idea is a fun extension of the brand’s support for football in New Zealand.
“We kept spotting players reaching for pickle juice during games and thought, we’ve got plenty of pickle juice in our kitchens. This felt like a simple way to lean into our community and professional sponsorships with something novel and potentially a McDonald’s world first.”
McCann Executive Creative Director, Rory McKechnie says, “Great ideas can come from noticing weird, brilliant things happening in culture and turning them up.
“Macca’s pickles are undeniably iconic so when we noticed players were reaching for pickle juice, we knew it was a behaviour we should be part of. This campaign is fun, smart and if it keeps even one player from a cramp-induced meltdown, that’s a win on and off the pitch.”
The campaign was supported by an onsite activation at an Auckland FC match, social content, creator partnerships and earned media.
CREDITS
Client: McDonald’s New Zealand
Marketing Director: Luke Rive
Head of Brand and Media: Leigh Benvie
Head of Communications: Simon Kenny
Agency: McCann NZ
PR Agency: FleishmanHillard Aotearoa
Production
DOP, Editor and Post Production: Taylor Prichard
Media Agency: OMD
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