McDonald's New Zealand Celebrates 50th Birthday with Help From Birdie, Grimace, Hamburglar

McDonald’s New Zealand (Macca’s) is turning the 50, and rather than shying away from getting older, it's doing the opposite by inviting all of Aotearoa to celebrate.

We all know that Kiwis love to mark an occasion, so Macca’s New Zealand, McCann New Zealand and OMD are doing just that. Together, they are launching an ambitious campaign to mark five decades since its first New Zealand-based store opened in Porirua in 1976.

Rather than a traditional brand anniversary, the campaign puts customers at the centre of the celebration, with iconic Macca’s characters, games, prizes and plenty of reasons to join the celebration.

At the heart of the celebrations are three Macca’s characters: Birdie the Early Bird, Grimace, and Hamburglar. The trio have taken on the very serious job of helping Macca’s celebrate its fifth decade -- with about as much chaos and fun as you’d expect.

Customers can score a Birthday Bonus when they purchase a Birthday Bundle, scanning a QR code to choose between 35% off toys online at The Warehouse or 30 minutes of free play at Timezone.

There are also more chances to win through the McDonald’s app. Customers who order selected ticketed items receive ‘plays’ that unlock birthday games, with a 1-in-3 chance of winning free food, including favourites such as a Big Mac or McChicken.

McCann New Zealand chief creative officer, Gary Steele, said the campaign was designed to capture the irreverent fun of a great shindig.

“We thought if you’re going to celebrate 50, you may as well do it properly,” Gary said.

“We wanted the work to feel like a birthday celebration, not a corporate anniversary. It’s all about participation -- giving Kiwis plenty of reasons to get involved, have some fun and, ideally, score a treat or two along the way.”

Head of brand and media at McDonald’s New Zealand, Leigh Benvie, said the campaign reflects the brand’s connection with its customers.

“This isn’t about us celebrating ourselves -- it’s about celebrating our customers, and what Macca’s has meant in their lives over the past five decades,” Leigh said.

“We saw 50 as the perfect excuse to bring everyone together and have some fun. Because when turning 50, the more the merrier.”

The six-week celebration spans TVC, OLV, digital, OOH, social, and PR, with each element designed to bring the big 50 to life and encourage customers across Aotearoa to get involved.