DDB and Macca’s launch ‘the burger that changes everything’

DDB Group and Macca’s have introduced McCrispy to NewZealand, a burger that in one crunchy bite will have people questioning everything they thought they knew.

The new campaign demonstrates how McCrispy might make people rethink their chicken order. In the new ad we meet Chris as he tries one for the very first time.

The experience triggers a spiral of self-reflection with Chris wondering what else he might suddenly love. We go on a journey with him as he tries out being a yogi, chess mastery, a career as an influncer and much more.

“We wanted to show our chicken-loving Kiwis that the McCrispy is so much more than just a slightly different chicken burger,” says Nikki Jeffcote, Macca’s head of menu.

“This burger delivers the crunch like no other Macca’s burger has done before – it’s loud and tasty enough to make you think, what else could I be missing out on?”

A crunch that changes everything

DDB Aotearoa’s executive creative director Rory McKechnie says the campaign attacks all of your senses, from sight, sound and taste.

“High impact out of home and video capture that moment of first bite, and the instant reassessment of all of life’s choices it triggers.

“McCrispy is also perfect for the ASMR generation, with social executions giving audiences an up close and extremely personal experience of the crunch,” McKechnie adds.

The McCrispy ‘this changes everything’ campaign will be rolled out from May 28, across social, outdoor, digital and broadcast.