Wieden+Kennedy Sydney Says 'You Deserve A Little Treat' As Macca's Introduces Matcha

Wieden+Kennedy Sydney has launched its latest work for Macca's to introduce matcha to the menu. 'You Deserve A Little Treat' is a national integrated campaign highlighting the simple truth that adulthood comes with infinite reasons why one deserves to treat themselves.

For the past year, McCafé enthusiasts across Australia have requested matcha make its way to the menu. Launching on Wednesday, the global QSR brand is introducing three matcha options including a Matcha Iced Latte, Strawberry Matcha Iced Latte, and a hot Matcha Latte. In addition to the new matcha drinks, Aussies can also keep cool this season with other McCafé favourites like Iced Latte, Iced Latte Deluxe and Iced Mocha.

The work taps into a relatable fan truth — "there comes a time in every person’s life when they realise they can get Macca’s whenever they want (otherwise known as P plates)," the agency said, adding that "a little treat is always the answer".

The campaign kicks off with a film directed by Gabriel Gasparinatos celebrating the taste of freedom. It showcases a child gazing longingly at a Macca’s customer exiting the drive-thru, enjoying the first sip of their Strawberry Matcha Iced Latte on a hot afternoon — a true coming of age story Aussies can relate to.

The customer’s first sip in the film acts as a metaphor, reclaiming small delights in a world that asserts how joy must be earned or deserved.

The work continues with contextual placements in which the independent agency captured hyper-specific everyday moments in an ironic Gen Z tone of voice — from sponsoring Uber Eats check out pages with, "Ordered a big treat? You deserve a little treat” — to the shirts of 6'5" concert goers stating, “If you’re stuck behind me, you deserve a little treat.” 

Amanda Nakad, marketing director of menu and brand for McDonald’s Australia said, “Aussies already have a special relationship with Macca’s — it’s where we go to reward ourselves, even in the smallest ways. ‘You Deserve a Little Treat’ taps into that perfectly.”

Wieden+Kennedy Sydney said, “We all have those micro-moments that warrant a little treat — surviving a meeting, surviving summer, surviving adulthood. We just put a Macca’s spin on it. The humour, the honesty, the self-awareness — it’s what makes this campaign feel alive in the real world.”