McPickle

Background

McDonald’s Australia found itself in a bit of a pickle. Their competitors were getting people talking by adding more and more ridiculous ingredients to their burgers – one replaced seeded buns with fried chicken! They didn’t want to follow suit. After all, why move away from a taste hundreds of millions of people already love? The brief was to find a way to keep McDonald’s involved in the conversation and remind their audience why they love burgers from the Golden Arches – all without any media support.