Situation:

For McDonald's New Zealand, summer is biggest and most important sales period of the year, with Kiwi drivers and their families/friends/colleagues hitting the road (and the Drive Thru) en masse. (70% of McDonald’s business comes through the Drive Thru).

However, Kiwi summer is not one homogenous thing – our customers experience it in an array of ways. Some work, some travel, some stay home – but the consistent thread is the convenience of Macca’s enables Kiwis to eat, no matter who they are or where they’re going.

Brief:

In the lead-up to summer, celebrate the unique role that the Drive Thru plays in our customers' summer routines and adventures.

Objectives:

Demonstrate that McDonald's is a "part of NZ culture."

The ad ran has full page multiple times in both of New Zealand's national papers for a combined readership of 1.4M Kiwis.

The ad quickly found a second life online, trending on LinkedIn, was named Ad of Week on Best Ads, Famous Campaigns, and Trending Now Campaigns, as well as being named "best print ad of the year" by Keith Browning – Director of Brand Marketing at LinkedIn.

As the ad was run as part of a larger summer campaign, and still has placements coming up over the final summer months, we cannot accurately, or in good conscience, supply data on impact, behaviour change and brand perception.