Business planning, Growth, How I did it, Sales and marketing

McDonald’s unveils Australia Day campaign – here are three more standouts

Michelle Hammond /

McDonald’s is attempting to add an Australian flavour to its image in the lead-up to Australia Day, as big brands continue to capitalise on the festivities, suggesting start-ups can do the same.

 

In a bid to Australianise its brand, McDonald’s is embracing the nickname “Macca’s”, made popular by its Australian customers.

 

In the lead-up to Australia Day, the US-based fast food chain will change the signage on 13 selected outlets across the country.

 

According to chief marketing officer Mark Lollback, the move is a nod to the Australianism of the American takeaway.

 

“We’ve been a part of Australia for over 40 years now and we’re incredibly proud to embrace our ‘Australian-only’ nickname,” Lollback told The Daily Telegraph.

 

“What better way to show Aussies how proud we are to be a part of the Australian community than change our store signs to the name the community has given us.”

 

Looking for some inspiration for your own campaign? Here are three more worth mentioning:

 

1. Vegemite

 

In January last year, Vegemite launched a limited edition Vegemite jar featuring a map of Australia in the place of its diamond-shaped logo, coupled with the word “Australia”.

 

“Changing Vegemite’s name to Australia for a limited time in the lead-up to Australia Day is our way of showing some contemporary Australian pride,” marketing director Jenny Nolch said.

 

“It’s about having a bit of fun and celebrating the irreverence of the Australian culture.”

 

As part of the name change for Australia Day, Vegemite also featured 10 “Toast of a Nation” finalists on its jars in the lead-up to January 26.

 

This allowed Australians with remarkable stories to have their faces and bios featured on the jars.

 

2. Meat & Livestock Australia

 

The aim of the Lamb campaign, headed up by Australian media personality Sam Kekovich, was to sell more lamb than ever before, cementing it as the national dish on Australia Day.

 

The solution was for Kekovich to declare current popular culture is so un-Australian that he needs to create his own “chopular culture”.

 

Kekovich released a music video in the lead-up to Australia Day. The song is about a barbie on Australia Day – a rendition of the 90s hit Barbie Girl.

 

The three-minute clip – which was the centerpiece of the campaign – celebrated kitsch Australian barbeques and was peppered with classic references to Australian summers.

 

Australian consumers responded to the campaign immediately, consuming lamb in record numbers. Over the campaign period, there was a 31.7% uplift in sales.

 

3. Havaianas

 

Every Australia Day, this popular Brazilian thong brand holds the Havaianas Thong Challenge. This year, thousands of people will flock to five beaches nationwide.

 

The Havaianas Thong Challenge will see the country attempt to set a new record for the longest line of giant inflatable Havaianas thongs in the water.

 

Now in its eighth year, the challenge continues to raise funds for charity, with $10 from every registration going to the local Nippers club at each state’s beach.

 

In addition to the challenge itself, each beach offers a series of beach activities and entertainment.

 

If people can’t make it to the beach, they can still share in the fun via an Australia Day party pack, to be enjoyed by the pool.

Advertisement

We Recommend

FROM AROUND THE WEB