Effies
Australia
How McDonald’s Australia Restored Its Value Perceptions
Agency
DDB Group Australia
Client
McDonald's Australia
Awards
Bronze
Restaurants and Food Delivery
Summary
McDonald's Australia quickly turned around its historic low in Value for Money perceptions with a new everyday value strategy. The campaign, "Get More For Your Money At Macca's," introduced a refreshed menu and a creative transformation that threw out old retail codes for a more playful, culture-fluent approach. This holistic effort successfully resonated with consumers and generated significant incremental profit. Most importantly, it delivered four consecutive months of Value growth and its first month of Value leadership since 2019, marking the beginning of a major turnaround.
Case study
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Credits
| Mary Vrančić | Senior Director Marketing | McDonald’s Australia |
| Jason Khoury | Senior Brand Manager | McDonald’s Australia |
| Taylor Nolan | Brand Manager | McDonald’s Australia |
| Tobi Fukushima | Head of Value, Promotions and Delivery Marketing | McDonald’s Australia |
| Rupert Price | Chief Strategy Officer | DDB Group Australia |
| Joy Molan | Lead Strategy Director | DDB Group Australia |
| Chase Lewis | Senior Strategist | DDB Group Australia |
| Mandy Whatson | Managing Partner | DDB Group Australia |
| Matt Chandler | Chief Creative Officer | DDB Group Australia |
| Jack Nunn | Creative Partner | DDB Group Australia |
| Simon Koay | Creative Director | DDB Group Australia |
| Steven Hey | Creative Director | DDB Group Australia |
| Jay Mullins | Business Director | DDB Group Australia |
| Catriona Oran Barthram | Business Director | OMD Australia |
| Zoe May | Head of Strategy Macca’s | OMD Australia |
| Soraya Ghaidan | Senior Account Manager | OMD Australia |
| Tabitha Fairbairn | Managing Director | Mango Communications |
| Ashleigh Vallance | Senior Account Director | Mango Communications |
| Ian Lizardo | Senior Account Director | Mango Communications |