Down Under Big Mac - McDonald's
Australians don't know that the Big Mac ingredients are Aussie grown. So we found a simple way to show them that they are.
Australia is known as the land down under. So on the most patriotic day of the year, Australian Day, we launched a special burger. Our version of the American icon - The Down Under Big Mac. We launched with large scale billboards throughout the whole country and it immediately got everyone’s attention. It got people talking and ordering. The ones looking for answers were directed to a landing page where we gave them more information on the ingredients’ origin. Now everyone in Australia realises that the Big Mac we sell here is proudly made with Aussie ingredients.
