McDonald’s restaurants are publicly recognized in six of the seven continents on the planet. The world famous company claims to operate in 119 countries, with over 33,000 restaurants worldwide.
Now with this much branding, how could McDonald’s possibly relate to smaller, more intimate communities?
McDonald’s Australia CMO Mark Lollback knew just the answer.
This year in January, the world famous company changed its name to Macca’s at 13 restaurant locations throughout the country in celebration of Australia Day and its 40th anniversary.
Studies have shown that over 50 per cent of Australians have adopted the bubbly nickname for the world’s most beloved burger joint.
“Aussies are extremely proud of who we are and where we’re from, and part of being an Aussie or being accepted by Aussies is to be given a nickname – it’s a unique and defining element of Australian culture.” – Mark Lollback
As a Public Relations student, I find this campaign quite thoughtful and unique. Nicknames are used as a shorter pronunciation of a name or title, but can also be used as a connection between two people to strengthen their relationship. Lollback’s plan was to strengthen the company’s relationship with its Australian demographic by changing its brand to a commonly known nickname among the people.
As part of the DDB campaign, McDonald’s used TV, print, digital, outdoor, PR and social executions to introduce their new Aussie Tastes Menu. McDonald’s could not have picked a better time to execute this PR Stunt. Physically changing the name on their signs occurred during the first week of January until February 4, during the nation’s holiday when morale was high. This was their final tactic for introducing their new Aussie Tastes Menu.
“One of McDonald’s strengths is our global consistency, but also our ability to meet customer demands locally.” – Mark Lollback
My name is Dylan Cain and I have more nicknames than I can count. Some people call me Dill, while others call me Cainer, Dilly, D-Man, or Dill-Pickle. The list goes on and on. When someone calls me by any nickname, I instantly feel special. McDonalds Australia took this idea upon them to further identify with their audience and make their campaign special, too.