McDonald's comes out with new campaign to "Bring Fries to Life"
Macca's launched its new Loaded Fries with a new marketing campaign.
The Loaded Fries lets Aussies top their Fries with either guacomole and salsa or bacon and cheese sauce, and is available in single or share packs nationwide. The company said that over the month of December, the makeover will be celebrated nationwide through #FryFlix, which includes a fresh style of TVC for McDonald’s, a crowd-directed short film, and a digital content hub.
Mark Lollback, Chief Marketing Officer, McDonald’s Australia, said: “By adding guac and salsa, as well as bacon and cheese sauce to our Fries, we’re following a trend our customers started. While our Fries are delicious by themselves, for a long time now Aussies have been experimenting with them, dunking and dipping them in everything from ketchup to our Soft Serve.
“Now we’re helping our customers with their fry flavour experiments by giving them world first toppings to bring their Fries to life with. I’m sure Loaded Fries are going to be a hit this Summer, and can’t wait to see how Aussies embrace them,” said Lollback.
Bronwyn Powell, Senior Marketing Director, McDonald’s Australia said: “Loaded Fries are like nothing Macca’s has ever served before. They’re a big change for us and bring two new personalities to our French Fries - I wanted our campaign to reflect this and be something people would really take notice of."
“I challenged my team and our agency partners to push the boundaries and give us a campaign that transcends both traditional and new channels. They’ve certainly delivered with the range of FryFlix films, and I’m excited to see how Aussies respond to it,” said Powell.
The TVC component of the campaign, created by DDB Sydney, utilises comedic voiceovers to bring to life the new Fry personalities in irreverent short films that will be housed at the #FryFlix digital hub.
VML Australia will also be creating LOADED, an activity that will see the brand’s Facebook fans put into the director’s chair to help define how Detective Fry solves a Fry Town crime over a five episode series. The final short film will premiere on Facebook on 26 December.
The best LOADED scene suggestions will be brought to life in the movie and everyone who participates will be added to the film’s credit roll, with the fans behind the final scenes celebrated as directors of the next episode.
Aden Hepburn, Managing Director and Executive Creative Director, VML Australia added: “We’ve had a lot of fun working with McDonald’s on ‘Loaded’ and are thrilled to have been able to produce a social component which truly engages McDonald’s fans. I’m looking forward to seeing where Australians send Detective Fry on his investigation.”
