Every touchpoint of The Original Mouthful Campaign revolves around 360-degree customer engagement. Each channel directs Australians to our promotional competition and game experience, unlocks a different version of the challenge, or hero’s UGC across multiple mediums. Inviting participation from users on their native platforms and creating a first-of-its-kind AI powered Snapchat filter which analysed and rewarded people on the spot for reciting the jingle in 4-seconds.

We also monitored budding trends to create reactive, fit-for-format content for younger generations and made sure no one was left out, by creating a non-verbal version to support our differently abled fans.

One of the greatest cultural phenomena the Big Mac has ever created is the fact that a whole generation of Australians could still remember every single ingredient in the burger, thanks to our jingle from 1987-Two-all-beef-patties-special-sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun.

Our idea celebrates the generations of Australians that know the jingle while also inviting a new generation to participate. Bringing back the jingle that trended before trending was a thing to engage a digitally native generation and resurfacing nostalgia in an older one. Targeting them with an experience on the platforms that they know best with a competition that was not only sharable but rewarded its users with free McDonald’s. Plunging the whole country into an inter-generational jingle battle and proving the Big Mac always was and still is The Original Mouthful.

The Big Mac is the most famous burger in Australia. No product is more powerful for the McDonald’s brand than Big Mac. Its fans are 50% more likely to love McDonald’s, compared to other products’ fans.

But this icon was at risk. Famous yet forgotten by a new generation. Gen Z called it their “dad’s burger” and competitors were stealing share. Yet 45+ year old customers not only loved Big Mac but could recite the 49-year-old jingle perfectly.

We needed to dust off this classic icon to create new memories and future-proof the brand, connecting past and present.

We needed to fire on three levels with a 360 campaign:

1. Fame: Create a fresh cultural role for Big Mac that inspires conversation and sharing.

2. Feeling: Increase brand love, particularly with younger generations.

3. Footfall: Get more people to try the Big Mac to create the next generation of fans.

Invented in 1967 the Big Mac still has the same delicious ingredients and taste. However, in Australia it wasn’t as culturally big as it once was. Whilst four generations could still list out every ingredient thanks to a 1987 jingle, Gen Z didn’t know it at all. So, we brought it back. The jingle that trended before trending was a thing. Sparking a country wide, inter-generational jingle battle.

Giving it a modern spin with a first-of-its-kind AI powered Snapchat filter and machine learning.

Rewarding people in real time with a unique code for free McDonalds if they could say-Two-All-Beef-Patties-Special-Sauce-Lettuce-Cheese-Pickles-Onions-on-a-Sesame-Seed-Bun in 4 seconds.

Every touchpoint driving people to this unique experience and rewarding them with free food and by featuring their funniest mistakes in social and DOOH. Joining generations with the shared experience of a timeless cultural jingle and renewing its relevance and utility for a chronically online Gen Z.

The average age of a Big Mac customer in Australia is 39. And 1 in 5 Gen-Zers has never had a Big Mac. So, it was no surprise when we interviewed 91 Australians across generations that one insight came to light: “Big Mac is my Dad’s burger”. Young people said it was outdated, overfamiliar, and they could only justify one if they were starving or hungover.

Meanwhile, “future nostalgia” is trending, stores packed with Y2K fashion, TV shows like Stranger Things are connecting young people with the 80s and Australians over 45 years old can not only remember their first Big Mac, but also the Big Mac jingle.

So, we decided to connect this generation to the past and inspire new love for a classic. Bringing back the Big Mac Jingle for the generations of Australians who know it off by heart and those learning it for the first time.

We launched an interactive multichannel brand experience. Including a first-of-its-kind AI powered Snapchat filter that analysed and rewarded people on the spot for reciting the Big Mac jingle in under 4-seconds.

Starting with a social, OOH and radio teaser campaign re-introducing the Big Mac Jingle. Then taking people on a trip back through time with the jingle's origin story in a country-wide 2-week OOH, cinema, TV, radio, and social campaign. Leading into the promotional period in which our competition was live for 3 weeks across multiple social platforms with supporting content on TV, online, OOH, sponsorships, packaging and influencers. Setting off a fierce inter-generational battle and turning people’s mistakes and fumbles into fun content across OOH for the last 2 weeks after the end of the promotion. We also replayed the most entertaining moments from influencers and UGC, with super cuts of the best jingle attempts and fails across socials.

The jingle that trended before trending was a thing, was back. Sparking a country wide, inter-generational jingle battle. With an average engagement time of 53 seconds per user and multiple attempts of The Original Mouthful 4 second Jingle, we saw a total of more than 41 MILLION SECONDS OF JINGLING.

That’s over a year-and-a-half of back-to-back jingle time.

Across Instagram, X and Facebook we reached 2.19M, with social engagements of 25.81K (vs. average YTD performance, 3.23x and 2.45x respectively) on McDonald's owned channels. We reached 9M through influencers, with a total influencer engagement of 23.9K.

45% of players beat the clock, leading to a 60% sales increase of the Big Mac Range within 3 weeks of campaign launch.

And the press noticed this trend exploding, with 204 pieces of coverage with an estimated reach of 17,545,969 for The Original Mouthful Jingle Challenge.