Title | KIWIBURGER SONG |
Brand | MCDONALDS |
Product / Service | KIWIBURGER |
Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Media Placement | OMD NEW ZEALAND Auckland, NEW ZEALAND |
PR | DDB NEW ZEALAND Auckland, NEW ZEALAND |
PR 2 | MANGO COMMUNICATIONS Auckland, NEW ZEALAND |
Production | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Additional Company | FUSE CREATIVE Auckland, NEW ZEALAND |
Additional Company 2 | TRACK NZ Auckland, NEW ZEALAND |
Additional Company 3 | GJ'S AGENCY Crows Nest, AUSTRALIA |
Name | Company | Position |
---|---|---|
Matt Williams | DDB New Zealand/Aotearoa | Creative Director |
Freddie Coltart | DDB New Zealand/Aotearoa | Creative Director |
Ben Pegler | DDB New Zealand/Aotearoa | Creative Director |
Gary Steele | DDB New Zealand/Aotearoa | ECD |
Johannes Gertz | DDB Group Aotearoa New Zealand | Head of Digital Delivery |
Musonda Katongo | DDB Group Aotearoa New Zealand | Senior Designer |
Sheetal Pradhan | DDB Group Aotearoa New Zealand | Digital Producer |
Damon Stapleton | DDB Aotearoa/New Zealand | Chief Creative Officer |
Karla Fisher | DDB Group Aotearoa New Zealand | Lead Business Partner |
Mitch Young | DDB Group Aotearoa New Zealand | Business Partner |
Kristina Lindsay | DDB Group Aotearoa New Zealand | Business Director |
Rupert Price | DDB Group Aotearoa New Zealand | Chief Strategy Officer |
Charlotte Marks | DDB Group Aotearoa New Zealand | Strategy Director |
Charlotte Glennon | DDB Group Aotearoa New Zealand | Lead Integrated Producer |
Shelley Cousins | DDB Group Aotearoa New Zealand | Print Producer |
Kathryn Hollis | DDB Group Aotearoa New Zealand | Mac Designer |
Paul Edwards | DDB Group Aotearoa New Zealand | Mac Designer |
Gordon Moir | DDB Group Aotearoa New Zealand | Retoucher |
Mark Tretheway | DDB Group Aotearoa New Zealand | Head of Motion Design |
Thunderlips . | Thick as Thieves | Director |
Nik Beachman | Thick as Thieves | Executive Producer |
Eoin O'Liddigh | Thick as Thieves | DOP |
Felix Vaunois | Thick as Thieves | 2nd Unit Director |
Peter Marshall | Thick as Thieves | Art Director |
Kylie Strathdee | Thick as Thieves | Stylist |
Thunderlips . | Thick as Thieves | Editor |
Dave McLaren | Thick as Thieves | Colourist |
Ritchie Betts | Thick as Thieves | 2D Artist |
Murray Grindlay | Thick as Thieves | Composer, Music Producer |
Nic Manders | Thick as Thieves | Music Engineer |
. . | Blockhead | Post Production |
Jonathan Mihaljevich | Franklin Road | Audio Project Management |
Jen Hilliar | OMD | Business Director |
Brianna Elder | Mango Communications Aotearoa NZ | Group Business Director |
Patricia Grieg | Mango Communications Aotearoa NZ | Account Director |
Jessica Beckham | FUSE | Account Director |
Sergei Stepanenko | TRACK | Group Account Director |
Sergei Stepanenko | TRACK | Group Account Director |
Kate Noble | GJ's Agency | Group Account Director |
Jo Mitchell | McDonald's NZ | Director of Marketing |
Deb Fell | McDonald's NZ | Head of Marketing |
Laura Lloyd | Senior Brand Manager | Senior Brand Manager |
Naomi Reynolds | McDonald's NZ | Brand Manager |
In many countries, McDonald’s sells exclusive items that are tailored to local palates, from the ‘Maharaja Mac’ in India to Poutine in Canada. Why? A) Big Macs and McNuggets are universally-loved but drive volume, not value. Localised items are higher-value and so critical for growth. B) Localised items allow a global titan like McDonald’s to build an emotional connection with local audiences, driving long-term preference. In New Zealand, we have the Kiwiburger. Add beetroot and egg to your standard burger and you have a blimmin’ Kiwi delicacy! When Kiwiburger launched in 1991, it became an icon. But by 2020, it had started to fade. So, our objectives were: 1. Emotionally re-connect Kiwis with the Kiwiburger 2. Increase perception of McDonald’s as ‘part of the New Zealand culture’ by 1-2% 3. Encourage trade-up to Kiwiburger from Big Macs 4. Increase Average Cheque Size (average spend per customer per visit) above $12.24NZD