KIWIBURGER SONG

Short List
TitleKIWIBURGER SONG
BrandMCDONALDS
Product / ServiceKIWIBURGER
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantDDB 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

Credits

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

Background

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