McDonald’s calls on burger fans to make history by making burgers

McDonald’s want burger fans to join John Smith and make history by creating their perfect burger.

A new ‘make burger history’ website is the latest edition to the ‘create your taste’ campaign and allows burger fans to create their burger online and share it before printing a QR code which can be scanned, at a participating McDonald’s restaurant, to order it.

Using light-hearted Kiwi humour, the campaign—developed by DDB and shot by Robber’s Dog—shares the story of John Smith, a man who spent his whole life striving to be great. After many attempts his dream comes true with his creation of ‘The Smittie’, a burger destined for the history books.

Adam Stevens from Robber’s Dog said in a release that he hopes the campaign will encourage others to be like Smith.

“There is a little John Smith in all of us. Our entire lives we spend trying to be unique and stand out from the crowd, only to realise that you’re not the only wrestler at the birthday party. Who would’ve thought creating a burger would be the way John and the rest of us could make our mark in the world.”

By “mark on the world”, McDonald’s means the chance for burger connoisseurs to see their creation become the new face of future ‘create your taste’ ads.

Since the launch yesterday, Kiwis have created: Big E, Jeff Stack, Fresh Jem, The FOMO, Aidanator and our favourite Gertrude.

Previously, McDonald’s ran a magazine campaign with Bauer, where burgers were made specifically for a particular region. 

Allowing customers to build their own burger is no doubt a move to give McDonald’s an edge in the ever-growing premium burger market. But building your own burger comes at cost, with the pricepoint more akin to the likes of Burger Wisconsin, Burgerfuel and Murder Burger. 

Premium burger prices:

  • McDonald’s create your taste: $10.90 for the base burger with each ingredient adding to the price
  • Burgerfuel (Biofuel Burger): $10.90 
  • ​Ferg Burger: $11.50
  • Burger Burger: $12
  • Burger Wisconsin: $11.90 or $13.40
  • Better Burger: $5


Client credits:
Marketing director: Chris Brown
Head of marketing: Jo Mitchell
Senior brand manager: Nikki Jeffcote
Brand manager: Jess Reid

Agency credits:
Chief creative officer: Damon Stapleton
Executive creative director: Shane Bradnick
Creative director: Ben Pegler
Art director: Paul Kim, Corinne Goode
Copywriter: Graeme Clarke, Natalie Knight
Group account director: Zoe Alden
Account director: Carly Pratt
Account manager: Demi Nielsen
Planning director: Lucinda Sherborne
Planner: Jamie Barrett
Executive producer: Judy Thompson
Agency producer: Rosie Grayson

Production Company:
Production company: Robber’s dog
Producer: Mark Foster
Director:  Adam Stevens
DOP: Crighton Bone
Post production company: Robber’s Dog
Post production online: Palace
Editor: Alex O’Shaunghnessy

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