The Campaign

The Big Mac, as a burger, had remained almost unchanged for 50 years. So, to promote its golden anniversary, we celebrated one of the only things about it that had. The packaging. Tapping into half a century of Australian nostalgia for the beloved burger.

Creative Execution

Rather than simply creating digital renders of old Big Mac boxes, we went to great lengths to source real packaging. Some were loaned from the McDonald’s archive, while others had to be purchased from the private collections of McDonald’s enthusiasts. This was a particularly significant design decision, as photographing the original boxes meant we could capture the spirit and the character of packaging that was, in some instances, nearly half a century old. Subtle creases, blemishes and imperfections adding to the nostalgia and personality. The packaging was then meticulously photographed so that each poster would show off only the minimum number of elements required to be recognisable. Key to the impact was having people identify the Big Mac packaging, without showing them the words ‘Big Mac’ or the McDonald’s logo in its entirety. Proving the Big Mac’s status as a pop-culture icon.

Indication of how successful the outcome was in the market

RESULTS ARE CONFIDENTIAL. Percentage increase of sales on all burgers - +4.5% Percentage predicted sales of Grand Big Mac versus actuals – 38% increase on projections Footfall in restaurant increase over campaign period – 1.1% Awareness peak of 67%