It must have been love as Maccas & Wieden+Kennedy and McDonald's celebrate brekkie menu

Wieden+Kennedy Sydney and McDonald's Australia have unveiled their first work together celebrating Macca’s breakfast menu.

Brekkie Comes First centres on a subsection of fans who view the restaurants as a tried-and-true breakfast company for hashbrowns and McMuffins.

The fully integrated campaign features a :30 film brings back ‘80s ballad It Must Have Been Love by Roxette.

The film, Delicious Heartache, directed by Revolver's Taso Alexander showcases a heartfelt montage of fans who missed Macca’s breakfast and is contrasted by the satisfaction of those who were lucky enough to make it in time.

Maccas is also welcoming McGriddles to Australia with a campaign that highlights the global fan favourite breakfast sandwich with a spot titled 'Most Important Meal' and showcasing how Macca’s is the only place where fans can get a burger with pancakes as buns.

The work features witty OOH to promote this message and showcases its range of breakfast items like “Nothing Good Ever Happens After 4 am…Oh Wait”, “McGriddles Are Here, Tell Greg” and “Don’t Sleep On It”.

In social, the campaign extends on the ‘80s ballad theme with love song dedications to Macca’s brekkie icons and also includes a suite of hopecore memes that tap into that blissful moment one does make the brekkie window.

The work can be seen across TV, online video, social, OOH, radio, as well as through sponsorships, in-store and on the MyMacca’s app.

 “For plenty of people, the best bit of Macca’s is brekkie. To them, breakfast really does come first. And it sucks to miss it," Roy Leibowitz and Chris Wilson, Group Creative Directors, W+K Sydney, said.

Matt Owen, Managing Director, W+K Sydney, said: "It was great to take a global insight and put our own Aussie twist on it. Tonally, this feels like the right sort of space for us to play in."

Credits:
Clients: Macca’s
Agency: Wieden+Kennedy Sydney
Director: Taso Alexander
Production Company - Film: Revolver
Post Production: The Editors
Sound: Rumble
Music Supervision: Trailer Media
Media Agency: OMD
In-store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications

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