No egg-ceptions: McDonald's proves its commitment to free-range eggs

  • Advertising
  • May 18, 2017
  • StopPress Team
No egg-ceptions: McDonald's proves its commitment to free-range eggs

Why did the chicken cross the road? To find out the truth about McDonald's free-range eggs in a new campaign by McDonald's by DDB, OMD, Mango and 90 Seconds.

Two years ago, McDonald’s New Zealand announced its plan to achieve 100 percent free-range eggs and now, with the help of comedian Rhys Mathewson, it’s taking viewers into Otaika Valley Farm in Whangarei—which is one of the two certified free range farms supplying it with 13 million eggs a year— to see just how free-range the eggs are.

Acting as chief investigator and chicken wrangler, Mathewson poses the question ‘what better way to find what it’s like to be a free range chicken than to be the chicken?’ before sending Robo Chicken (a soft toy on remote control wheels by Rollercoaster) to infiltrate the farm.

What he discovers is the eggs are incredibly free-range, as the chickens have the freedom to roam inside and out with an all you can eat buffet and 'pool'.

This isn’t the first time McDonald’s has given people a behind-the-scenes look at where its food comes from as its head of communications, Simon Kenny, recalls the ‘Our Food. Your Questions’ campaign from 2015. It opened up a line of communication for people to ask McDonald’s questions ad it responded with videos

Kenny says from those conversations it knew there would be people who didn’t believe that McDonald’s was really using free-range eggs.

“We’ve seen recently some serious questions asked about the legitimacy of some free range eggs in New Zealand.

“We think Robo Chicken is eggs-actly the kind of content we need to show that we’ve cracked the issues of ensuring the eggs we use are certified free range. No egg-ceptions.”

He adds those egg puns are part of the strategy because it knew the content had to be entertaining and credits the DDB creatives for writing the script.


Concerned Kiwi: Rhys Mathewson

Client credits:
Director of Marketing: Jo Mitchell

Head of Communications: Simon Kenny

Communications Executive: Sarah Fitzpatrick

OMD credits:
Business Director: Jennifer Hilliar
Digital Director: Scott Allan
Senior Digital Account Manager: Marcel Nel

Fuse credits:
Zoe Virtue: Social Account Director

Hannah Roberts: Account Executive

Mango credits:
General Manager: Sean Brown
Account Manager: Magenta Boyd
Account Executive: Zoe Pert

Otaika Valley Farms:
Director OVFR: Peter Sandle

Account Manager: William Sandle

Farm Manager: James Mason

Production Manager: Trudy Sandle

Talent: Zane Mason

Dominic Oldrey - Prop Master/Project Manager

Lisa Worley - Machinist/Textile Artist

Mathew Probert - Creative

Jonathan Catt - Designer

Jim Christmas - Production Manager

Sharnan Pitcher - Carpenter

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


'You don’t change packaging lightly': Gregg's spices up its look

Ill-conceived packaging rebrands have been known to cost brands millions in lost revenue. So, why is Gregg's taking the risk by changing the look of ...

Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

We need to stop saying people have short attention spans

  • StopPress + MPA
  • November 15, 2017
  • Georgina Harris
We need to stop saying people have short attention spans

It's become a cliche to hear and read of attention spans becoming shorter, but numbers suggest otherwise. From binge-watching television shows to sitting in cinemas and to reading magazines, there's overwhelming evidence that humans still have the capacity to focus for long periods of time in the right context.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit