McDonald's NZ Goes on Off-Road Journey to Nearest Store

McDonald’s New Zealand and DDB Group Aotearoa have unveiled their most adventurous take yet on the 'That’s How We Macca’s' platform -- an off-road, documentary-style campaign that celebrates the real rituals, real people, and very real journeys that lead Kiwis to the drive-thru.

Partnering with well-known 4WD content creator @sara4x4, the campaign follows Sara and her tight-knit crew as they take the most unconventional route possible between two Macca’s restaurants.

Beginning in Ashburton and carving their way through some of Aotearoa’s most demanding, muddy, and spectacular terrain, the convoy eventually emerges on the West Coast, rolling into Greymouth McDonald’s with boots, trucks, and spirits caked in the best kind of dirt.

Rory McKechnie, executive creative director at DDB Group Aotearoa, says bringing this chapter of the platform to life was unlike anything the team has done before.

“This iteration of 'That’s How We Macca’s' was a real adventure. Partnering with true 4X4 fans and experiencing a totally different kind of roadie, while naturally weaving Macca’s into their journey, was both creatively exciting and incredibly fun.”

Rory continued the campaign offers more than just a mud-splattered thrill ride.

“What unfolds is deeper than an off-road mission. Viewers see never-before-broadcast landscapes, genuine moments between mates, and a look inside a community bonded by the trail, and by the rituals that make a Macca’s stop essential.”

Luke Rive, marketing director at McDonald’s New Zealand, says the team wanted to evolve the 'That’s How We Macca’s' platform with a format that felt unmistakably Kiwi and unmistakably real.

“This year we wanted to take the campaign somewhere new, both literally and creatively. The documentary approach allows us to showcase authentic, relatable storytelling that connects with Kiwis from all walks of life. No matter your lifestyle or how long your journey is, there’s a shared love of Macca’s and a drive-thru moment that brings people together.”

McDonald’s revolutionised the way they approached their brand campaign. This approach resulted in a robust asset ecosystem spanning formats and lengths; built for the diverse YouTube ecosystem and pulled out to additional channels.

Alongside the hero pieces, Sara created her own behind-the-scenes and personality-driven content for her channels, extending authenticity and reach.

Celebrating the people who take the long way round, the communities built on shared passions, and the muddy, adventurous spirit that defines Aotearoa, the campaign continues McDonald’s long-standing commitment to bold, culturally attuned work with its NZ agency partners.