MCDONALD'S EXTENDS "THE ORIGINAL MOUTHFUL" CAMPAIGN WITH A MODERN MAKE-OVER OF THE CLASSIC BIG MAC® PROMO

Rhea-AI Summary

McDonald's, DDB Sydney, and adam&eveDDB partner with OMD and Snapchat for an Australian-first Big Mac® activation campaign, 'The Original Mouthful'. The campaign revives the iconic Big Mac® chant from 1987 through an AI challenge on Snapchat, TikTok, and the MyMacca's® app, engaging fans old and new. Participants reciting the chant within four seconds stand a chance to win rewards. The campaign aims to bring back nostalgia for existing fans and introduce the chant to younger generations, promoting inclusivity with features for people with disabilities. The TV commercial and online videos feature decade-specific spots, with celebrities and sports clubs joining the chant challenge. The campaign leverages Snap's speech recognition technology for an interactive and engaging experience. The initiative celebrates the 56-year legacy of the Big Mac®, showcasing its evolution over the decades.

McDonald's, DDB Sydney and adam&eveDDB partner with OMD and Snapchat for Australian-first Big Mac® activation

NEW YORK, April 17, 2024 /PRNewswire/ -- McDonald's Australia, DDB Sydney, adam&eveDDB & OMD unveiled the full, integrated 'The Original Mouthful' campaign for the iconic Big Mac®, following the revival of one of the world's oldest burger chants earlier this month with a TV and out-of-home campaign.

The second phase of the integrated campaign, designed to encourage fans' participation, sees Macca's bring back the original Big Mac® chant promotion. Launched back in 1987 and a fond memory for existing Big Mac® fans, the promotion has evolved via a tasty and Australian-first AI challenge, in partnership with Snapchat.

The Big Mac chant challenge - an innovative game available through Snapchat, TikTok, and the MyMacca's® app, is designed to engage younger generations who are not familiar with the chant that entered the Aussie vernacular for their parents and grandparents. Big Mac® lovers from the 70s, 80s and 90s will fondly remember the classic chant: "Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun."

Big Mac fans will be able to test their chanting skills, with rewards on offer for correct renditions of the chant within four seconds. Winners will receive a voucher code for a small Fries and Coke® which can be redeemed with any Mac Family range, including the return of the Mac Jr® and Grand Big Mac®, purchased between April 17 and May 8.

Unlike 1987 where fans were required to go instore to compete, DDB Sydney, adam&eveDDB and OMD partnered with Snapchat to build an Australian-first bespoke lens, allowing the Snapchat community to undertake the chant challenge and win a MyMacca's® voucher code, directly within the Snapchat app. Powered by Snap's innovative speech recognition technology, the Lens recognises speech and detects the correct list of delicious ingredients from a trained machine learning model, to reward a winning result to users on the spot.

McDonald's Marketing Director, Samantha McLeod, said: "We have already had such an incredible response to the first phase of our Big Mac® campaign with super fans already reciting the chant they remember so well and younger generations now bringing new life to the chant as well. The next promotional phase of the campaign is set to challenge all Big Mac® lovers – from the 80s right through to today – to recite the famous chant in a fun and engaging way. We can't wait to see fans put themselves to the test on social media and see who meets the challenge!"

DDB Sydney Executive Creative Director, Matt Chandler, said: "The best part of the Big Mac® chant campaign we grew up with was always the challenge to beat the clock and win yourself free Macca's. You can't bring back the chant without bringing back the promo. We had a unique opportunity to take this iconic jingle - a thing that went viral before there was even an internet to go viral on - and hand it over to Macca's fans online. It's going to be fun to watch the nation take on The Original Mouthful in this new and innovative way."

To encourage participation among fans old and new, the Big Mac® Chant Challenge will be everywhere. Aussie celebs took on the 4-second challenge in the jungle on Network 10's I'm A Celebrity...Get Me Out Of Here! Australia; Karl and Sarah will tackle the tongue-twister on the Nine Network's Today show; and clubs from the NRL and AFL will go head-to-head to claim being the fastest to recite the chant.

The TV commercial and online video will promote the challenge with authentically crafted and decade-specific spots. In addition, fans' socials feeds will be flooded with prompts, attempts, fumbles and more. And fans will be celebrated in reactive digital out-of-home to fuel the ongoing conversation and competition as it unfolds.

To ensure the campaign is inclusive for everyone to join in on the fun, DDB Sydney, adam&eveDDB and OMD also worked closely with disability consulting firm Get Skilled Access (GSA). GSA worked on creating an accessible way for people with varying types of access needs, focusing on including those who are non-verbal, blind or have low vision, as well as people who are deaf or hard of hearing, allowing them to participate in the campaign. The accessible features not only benefit people with disability but also allow all fans to have a more seamless way to interact with the campaign and be rewarded.

Head of McDonald's at OMD, Emily Bosler, said: "We're building the next generation of Big Mac® fans, engaging younger Aussies and encouraging them to have some fun with the famous Big Mac® chant. Extending seamlessly across all channels and working with our partners, like Snap, to elevate the consumers' experience through 'feel good' moments of connection and creating more unique Macca's moments for customers."

Head of Creative Strategy, APAC at Snap Inc., Haran Ramachandran, said: "It was fantastic to partner with the team at McDonald's, DDB and OMD, to bring the iconic Big Mac® chant to Snapchat. Our augmented reality lens transforms the chant into a tactile and engaging challenge, where everyone can join the fun! It's  testament to the unique capabilities of our platform to make advertising more human and immersive, and we're excited to see the Snapchat community rise to the occasion and take on the challenge." 

The Original Mouthful Big Mac® TV campaign launched earlier this month and leans heavily into the Big Mac's 56-year legacy. A 60-second hero film takes burger fans all the way back to 1968, when Big Mac creator, Jim Delligatti, initially devised the now iconic burger. The film then travels through the Big Mac's evolution across the decades, showcasing just how the burger and its ingredients have stood the test of time.
Watch here: https://www.youtube.com/watch?v=0QL1XQhw8mM

For the next phase of the campaign, additional promotional ads, each with a different decade specific treatment, will encourage people to take part in the Big Mac® chant and share their efforts on their social channels.

Watch them here:  

70's: https://youtu.be/-LLA2Ea5GXE

80's: https://youtu.be/mFdEJW82gus

90's: https://youtu.be/XUJnTdAty0Q

Client: McDonald's Australia
Chris Brown – Chief Customer Officer
Samantha McLeod – Marketing Director
Liz Whitbread – Senior Brand Manager
Luke Elzerman - Experience Optimisation Manager
Chloe Brannagan – Brand Manager 

Creative Agency: DDB Sydney
Stephen de Wolf – National Chief Creative Officer
Matt Chandler – Executive Creative Director
Cam Hoelter – Group Creative Partner
Stephanie Allen – Senior Copywriter
Andrew Torrisi – Senior Art Director
Paul Jansen – Senior Designer
Sophie Hackett – Junior Art Director (Social)
Amy Morrison – Junior Copywriter (Social)
Mandy Whatson – Group Managing Partner
Adam Blaynee – Group Business Director
Chloe McIvor – Senior Business Manage
Rene Shalala – Executive Producer
Jess Taylor – Producer
Katharina Wynne - Strategy Partner
Katy Andrews – Director Social and Content Strategy

Creative Agency: adam&eveDDB London
Richard Brim – Chief Creative Officer
Sarah Todd – Chief Growth & Integration Officer
Martin Beverley – Chief Strategy Officer 

Production Company: Revolver
Director – Leilani Croucher
Managing Director / Co-Owner – Michael Ritchie
Executive Producer / Partner – Pip Smart
Senior Producer – Serena Paull
DOP – Andrew Commis
Production Designer – Damien Drew
Costume Designer – Sophie Fletcher

Post Production: ARC Edit
Executive Producer – Daniel Fry 
Producer – Sally Quade
Editor – Elise Butt
Colourist – Edel Rafferty 
Online Artist – Richard Lambert
Online Artist / VFX – Patrick Campbell 

Sound & Music: Smith & Western Sound
Nick West & Dan Higson

Media: OMD
Emily Bosler – Head of McDonald's
Zoe May – Head of Strategy
Catriona Oran Barthram – Head of Comms Planning
Hattie Dinger – Director, Entertainment Partnerships
Taylor Hilditch – Account Director
Anna Heslop – Senior Account Manager
Matt Wallace – Senior Manager, Sport Partnerships
Christian Agliozzo – Manager, Sport Partnerships

Platform: Snapchat
Dan King - Senior Client Partner
Bethany Rao-Davies - Senior Account Manager
Haran Ramachandran - Head of Creative Strategy, APAC
Claus Stangl - Senior Creative Strategist
Chris Lewis - Senior Creative Producer

PR & Influencer: Mango
Tabitha Fairbairn – Managing Director
Ashleigh Vallance – Senior Account Director
Nada Duyker – Account Director
Sidney Balfour – Senior Account Manager

MyMacca's app and POS: Akcelo
April Tunstall – Business Lead
Melanie Tozer – Senior Account Director
Alex Kostiouk – Senior Project Manager

CRM: Digitas
David Huang – Account Director

ABOUT DDB WORLDWIDE     
DDB Worldwide (www.ddb.com) is one of the world's largest and most influential advertising and marketing networks which includes DDB branded agencies, along with adam&eveDDB (London, Berlin, New York), DM9 and Africa (both in Brazil), alma (Miami), Mango, Track and Rodgers Townsend. DDB has been awarded numerous accolades from the industry's leading awards shows including 2023 Global Network of the Year by the Cannes Lions International Festival of Creativity, D&AD Agency Network of the Year for three consecutive years 2023, 2022, 2021, and Effies US Agency of the Year in 2022 and 2023. WARC has listed DDB as one of the Top 3 Global Networks for 12 of the last 15 years. The network's clients include MARS, McDonald's, Molson Coors, Volkswagen, Reynolds Consumer Products, Peloton, JetBlue, Adidas, Lucozade, CALM, PlayStation, Marmite, Waitrose & Partners, and the U.S. Army, among others. Founded in 1949, DDB is part of Omnicom (NYSE: OMC) and consists of over 8,000 employees across 140 offices in over 60 countries, with its headquarters in New York, NY.     

CONTACT
Donna Tobin, Global Chief Marketing & Communications Officer, DDB Worldwide 
press@ddb.com  

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SOURCE DDB Worldwide

FAQ

What is the 'The Original Mouthful' campaign about?

The 'The Original Mouthful' campaign by McDonald's, DDB Sydney, and adam&eveDDB partners with OMD and Snapchat for an Australian-first Big Mac® activation, reviving the iconic Big Mac® chant from 1987 through an AI challenge on Snapchat, TikTok, and the MyMacca's® app.

How can fans participate in the Big Mac chant challenge?

Fans can participate in the Big Mac chant challenge by reciting the chant within four seconds on Snapchat, TikTok, and the MyMacca's® app, with rewards offered for correct renditions.

What is the aim of the campaign?

The campaign aims to bring back nostalgia for existing Big Mac® fans and introduce the chant to younger generations, promoting inclusivity with features for people with disabilities.

Which technology is used for the interactive experience in the campaign?

The campaign leverages Snap's speech recognition technology to create an interactive and engaging experience for participants.

How does the campaign celebrate the Big Mac® legacy?

The initiative celebrates the 56-year legacy of the Big Mac®, showcasing its evolution over the decades through TV commercials and online videos with decade-specific spots.