Macca's reintroduces Big Mac chant challenge with Snapchat ...

Macca’s has extended its ‘The Original Mouthful’ campaign for the iconic Big Mac burger.

Earlier this month, the first phase of the campaign – a TVC and OOH executions – launched, bringing the Big Mac chant – “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun” – back.

Travelling back through the Big Mac’s evolution over the decades, the ad showcases how the burger itself has stood the test of time while everything around it has changed. It leans heavily into the Big Mac’s 56-year legacy, paying tribute to how loved the burger has been since 1968.

The second phase of the campaign is designed to encourage fan participation – and engage with the younger generation – through a partnership with Snapchat.

“We have already had such an incredible response to the first phase of our Big Mac campaign with super fans already reciting the chant they remember so well and younger generations now bringing new life to the chant as well,” said Samantha McLeod, marketing director at McDonald’s.

“The next promotional phase of the campaign is set to challenge all Big Mac lovers – from the 80s right through to today – to recite the famous chant in a fun and engaging way,” she continued. “We can’t wait to see fans put themselves to the test on social media and see who meets the challenge!”

In Australia’s first-ever AI game on the app, users are rewarded for correct renditions of the chant in under four seconds. Powered by Snapchat’s speech recognition technology, the lens recognises and detects the correct list of ingredients from a trained machine learning model, to reward winners on the spot.

Macca’s, DDB and media agency OMD worked closely with disability consulting firm Get Skilled Access to ensure there is an accessible way for people with varying needs – focusing on those who are non-verbal, blind or have low vision – to take part in the competition too.

While people had to go instore to compete in the ’80s, now, winners will receive a voucher code for the My Macca’s app to claim a free small fries and coke between April 17 – May 8.

“It was fantastic to partner with the team at McDonald’s, DDB and OMD, to bring the iconic Big Mac chant to Snapchat. Our augmented reality lens transforms the chant into a tactile and engaging challenge, where everyone can join the fun,” said Haran Ramachandran, head of creative strategy, APAC at Snapchat.

“It’s testament to the unique capabilities of our platform to make advertising more human and immersive, and we’re excited to see the Snapchat community rise to the occasion and take on the challenge.”

A number of additional promotional ads, each with a different decade specific treatment, have launched to encourage people to take part in the chant challenge and share their efforts on social media.

Other assets: 70s promotion / 90s promotion

“The best part of the Big Mac chant campaign we grew up with was always the challenge to beat the clock and win yourself free Macca’s. You can’t bring back the chant without bringing back the promo,” said Matt Chandler, ECD at DDB Sydney.

“We had a unique opportunity to take this iconic jingle – a thing that went viral before there was even an internet to go viral on – and hand it over to Macca’s fans online. It’s going to be fun to watch the nation take on ‘The Original Mouthful’ in this new and innovative way.”

The Big Mac chant will be “everywhere” with integrations on Network 10’s I’m A Celebrity…Get Me Out of Here!, Nine Network’s Today show, and with NRL and AFL teams. The game is also available on the My Macca’s app and TikTok.

Credits:

Client: McDonald’s Australia
Chris Brown — Chief Customer Officer
Samantha McLeod — Marketing Director
Liz Whitbread — Senior Brand Manager
Luke Elzerman – Experience Optimisation Manager
Chloe Brannagan — Brand Manager

Creative Agency: DDB Sydney
Stephen de Wolf — National Chief Creative Officer
Matt Chandler — Executive Creative Director
Cam Hoelter — Group Creative Partner Stephanie Allen — Senior Copywriter
Andrew Torrisi — Senior Art Director
Paul Jansen — Senior Designer
Sophie Hackett — Junior Art Director (Social)
Amy Morrison — Junior Copywriter (Social)
Mandy Whatson — Group Managing Partner
Adam Blaynee — Group Business Director
Chloe McIvor — Senior Business Manager
Rene Shalala — Executive Producer
Jess Taylor — Producer
Katharina Wynne – Strategy Partner
Katy Andrews — Director Social and Content Strategy

Creative Agency: adam&eveDDB London
Richard Brim — Chief Creative Officer
Sarah Todd — Chief Growth and Integration Officer
Martin Beverley — Chief Strategy Officer

Production Company: Revolver
Director — Leilani Croucher
Managing Director / Co-Owner — Michael Ritchie
Executive Producer / Partner — Pip Smart
Senior Producer — Serena Paull
DOP — Andrew Commis
Production Designer — Damien Drew
Costume Designer — Sophie Fletcher

Post Production: ARC Edit
Executive Producer — Daniel Fry
Producer — Sally Quade
Editor — Elise Butt
Colourist — Edel Rafferty
Online Artist — Richard Lambert
Online Artist / VFX — Patrick Campbell

Sound and Music: Smith S Western Sound
Nick West S Dan Higson

Media: OMD
Emily Bosler — Head of McDonald’s
Zoe May — Head of Strategy
Catriona Oran Barthram — Head of Comms Planning
Hattie Dinger — Director, Entertainment Partnerships
Taylor Hilditch — Account Director
Anna Heslop — Senior Account Manager
Matt Wallace — Senior Manager, Sport Partnerships
Christian Agliozzo — Manager, Sport Partnerships

Platform: Snapchat
Dan King – Senior Client Partner
Bethany Rao-Davies – Senior Account Manager
Horan Ramachandran – Head of Creative Strategy, APAC
Claus Stangl – Senior Creative Strategist
Chris Lewis – Senior Creative Producer

PR and Influencer: Mango
Tabitha Fairbairn — Managing Director
Ashleigh Vallance — Senior Account Director
Nada Dugker — Account Director
Sidneg Balfour — Senior Account Manager

MyMacca’s app and POS: Akcelo
April Tunstall — Business Lead
Melanie Tozer — Senior Account Director
Alex Kostiouk — Senior Project Manager

CRM: Digitas
David Huang — Account Director