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McCann launches logo-free campaign for Macca’s breakfast range
Macca’s New Zealand and McCann have launched a new campaign for the breakfast range.
Leaning into the iconic recognition of the McDonald’s breakfast range, the campaign removes all traditional branding cues. No logos, no product descriptions – just strategic close-up visuals of consumer favourites such as Hotcakes, McMuHins and CoHee. It also introduces a visual device that transforms ‘am’ into ‘mmmm’, turning breakfast from a routine into a ritual.
Reframe your mornings
Rory McKechnie, McCann executive creative director, says the campaign is a deliberate shift away from traditional fast-food advertising.
“We wanted to reframe mornings, taking a part of the day that is often fraught, rushed and stressful and turning it into a relaxed, sensory experience. When the food is this iconic, there’s no need for us to add to the noise. Instead, the imagery should be instantly recognisable and indulging.
“The ‘am-mmmmm’ idea captures that shift perfectly. It helps focus on the relatable, small and satisfying moments that make the start of your day something to look forward to.”
Focus on craft, texture and feeling
Nikki JeHcote, head of menu at McDonald’s New Zealand, says the campaign reflects the focus around emotional connection and its positioning in consumers lives.
“Breakfast is already such a valuable part of the Macca’s menu, so this campaign is about reminding people why, without needing to say much at all. By focusing on craft, texture and feeling, we’re positioning McDonald’s as the highlight of the morning, the one part of the ‘am’ people genuinely look forward to.”
The campaign is live across OOH, with selected sites featuring dynamic creative that reflects the real-time period between 6-10:59am, as well as OLV, digital, social, radio and PR.
