Macca's brings famous Grimace Shake to OZ in 'Very Important ...

For the much-anticipated release of the Grimace Shake in Australia, McDonald’s has launched an integrated brand campaign via brand experience and innovation company Akcelo, celebrating the unlikely superstardom of its humble and lovable VIP.

The ‘Very Important Purple’ campaign goes all in on the fandom and hype surrounding Grimace and his Shake, by giving the iconic mascot a Down Under welcome fit for a rockstar.

Amanda Nakad, Marketing Director for McDonald’s Australia says, “Grimace has been making fuzzy waves around the globe and now it’s our turn to celebrate. The Grimace Shake is fun, vibrant and bursting with flavour. It’s a tribute to Grimace and the joy he’s brought to Macca’s fans over the years. So buckle up – we’re finally giving Aussies what they’ve been waiting for and we know they’re going to LOVE it.”

In partnership with OMD, the campaign kicked off with a teaser announcement at last weekend’s AFL Grand Final and a baggage carousel takeover at Sydney Airport. This Friday, Grimace’s purple reign will truly hit the stratosphere as the Shake becomes available in restaurants nationwide, supported by an exciting multi-channel campaign across TV, Cinema, Digital, OOH, Social, In-restaurant Experience, Activations, CRM, Influencer and PR.

Oskar Westerdal, Creative Partner Akcelo says: “Macca’s fans of every generation adore Grimace, so his arrival here is a big deal. With this campaign we’ve captured the unfiltered excitement of the Aussie public and Macca’s own crew, a feeling beautifully brought to life by India Harris (Rabbit) and Juliet Taylor (Pool Collective), and all our production partners.”

Aden Hepburn, CEO Akcelo adds: “This project has brought so much joy to every corner of Akcelo. From our restaurant experience and packaging design team, to our strategists, creatives and producers – everyone simply can’t help but love Grimace, and we are thrilled to have been tasked with creating this incredible campaign in his name.”

Client: McDonald’s Australia Chief Customer Officer: Chris Brown Marketing Director: Amanda Nakad Senior Brand Manager: Maxine Netrayana Assistant Brand Manager: Samantha Lau

Creative Agency: Akcelo Group Creative Director: Louise McQuat Creative Partner: Oskar Westerdal Creative Team: Ilya Aronovich & Misha McDonald, Brandon Piggott & Justin Borromei Account Management: Max Bennett, Lea Nguyen & April Tunstall Senior Producer: Stephanie Ceccaldi & Edward Krause Creative Lead, Restaurant Experience: Paul Critchley Design & Motion: Dan Martin, Stephen Au & Benny O’Shea Chief Strategy Officer: Dave Di Veroli Strategist: Sarah Tan Chief Executive Officer: Aden Hepburn

Production Company: Rabbit Director: India Harris Producer: Karen Bryson Post: The Editors Sound: Rumble Studios Photography: Juliet Taylor, The Pool Collective Media: OMD PR & Influencer: Mango CRM: Digitas