AUCKLAND, Today: McDonald’s and DDB New Zealand have rewritten the iconic Kiwiburger song in a catchy new campaign which aims to celebrate what it means to be Kiwi today.
McDonald’s NZ marketing director Jo Mitchell said: “When the original Kiwiburger song first hit airwaves three decades ago, Aotearoa had a population of 1.2 million people, Wellington had just gained internet access and Jim Bolger was Prime Minister.
“Thirty years on, we’ve evolved into a culturally rich team of 5 million – we still love rugby, world peace and kauri trees – but we’ve grown to love so much more.
“We are a proudly diverse nation. We wanted to ensure the Kiwiburger song encapsulated the modern New Zealand. That’s why we’re pleased to be able to reimagine a classic Kiwi anthem in a manner that better reflects who we are.
“From tattoos and vindaloo to sailing yachts and making sushi, the 90” refreshed TV spot strives to encompass what it means to be Kiwi in 2020, enlisting the help of some famous friends including Anika Moa, Troy Kingi, Tami Neilson and bands of Kiwis from all over.
“The Kiwiburger song has resonated for three decades because it tapped into the national psyche.”
“In addition to updating the Kiwiburger anthem, Macca’s is also rolling out three new Kiwiburgers so more Kiwis can enjoy the classic taste. Kiwiburger Chicken, Kiwiburger Veggie, and Kiwiburger Bunless will be joining the original Kiwiburger Beef.
“All feature the famous beetroot and free-range egg, which also makes it unique in the McDonald’s world.
“I’m excited to see how Kiwis respond to the range and hope to hear customers humming an yan yas for another three decades.
DDB NZ ECD Gary Steele said: “The reason the Kiwiburger song has resonated for three decades is because it tapped into the national psyche and reflected who we were.
“It was an exciting challenge to take an icon and reimagine it for the Aotearoa of today.”
The campaign will also roll out via OOH, digital/mobile, social, radio and PR.
CREDITS
Client: McDonald’s
Marketing Director: Jo Mitchell
Head of Marketing: Deb Fell
Senior Brand Manager: Laura Youngman
Brand Manager: Naomi Reynolds
Agency: DDB
Regional Chief Creative Officer, AUNZ: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Matt Williams
Creative Director: Freddie Coltart
Creative Director: Ben Pegler
Lead Business Partner: Karla Fisher
Senior Business Director: Mitch Young
Business Manager: Kristina Lindsay
Chief Strategy Officer: Rupert Price
Agency Producer: Charlotte Glennon
Media: OMD
Social Media: Fuse
Direct: TRACK
PR: Mango
In Store: GuihenJones
Production Company: Thick As Thieves
Director: Thunderlips
Executive Producer: Nik Beachman
DOP: Eoin O’Liddy
2nd Unit Director: Félix Vaunois
Art Director: Peter Marshall
Stylist: Kylie Strathdee
Editor: Thunderlips & Tim Mauger
Post: Blockhead
Colourist: Dave McLaren
2D Artist: Ritchie Betts
Composer, Music Producer: Murray Grindlay
Additional Recording: Andy Lynch, Hum Studios
Music Engineer: Nic Manders
Audio Project Management: Jonathan Mihaljevich
Audio Post: Cole Goodley @ Franklin Road
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