McDonald's Australia Turns to Vintage Diners and Drops Pop Song to Launch Birdie Brekkie Meal

Wieden+Kennedy Sydney is helping Macca’s bring the joy back to mornings with a campaign reminding viewers of a time when the agenda was brekkie with a side of morning cartoons.

According to a study by Australian Food News, 42% of Australians acknowledge breakfast is the most important meal of the day -- but as the early shift gets busier and stacked with more responsibility, 56% of Aussies regularly skip breakfast.

Enter the Birdie Brekkie Meal; a twist on the classic Aussie breakfast, with a strawberry shortcake frappe, hash browns, and a muffin or wrap with Birdie’s pink Brekkie Sauce.

McDonald’s Australia senior brand marketing manager Peitra Withaar said, "As a world-first, Birdie’s Brekkie Meal brings Birdie’s optimism, playful spirit, and unmistakable pink aesthetic to Macca’s breakfast menu for the very first time.

"From Birdie’s delicious brekkie signature sauce and strawberry shortcake frappé to exclusive packaging and an original soundtrack, every detail has been designed to bring a little more joy, colour, and personality to mornings.”

To get audiences excited, Macca’s agency partners Wieden+Kennedy Sydney, Akcelo, OMD, Digitas, and Eleven have debuted a creative campaign including: bespoke Birdie meal box packaging, taking inspiration from vintage diner branding; a Saturday-morning-cartoon-inspired campaign film from The Sweetshop's Zac Ella; a pop song from BUTTER Los Angeles resembling cartoon intro theme songs; and out of home assets blending still life photography and colourful, cartoon illustrations.

The campaign also includes murals in a number of sites across Queensland that "inject the grey concrete jungle with the unmistakable pop" of Birdie’s pink world. Social agency Akcelo also created the all-new 'Birdie's Brekkie Show', paying homage to nostalgic elements of morning TV.

Australian TikTok creators have also made remixes and covers of 'Birdie's Theme Song', with 'Birdie's Brekkie Beats' coming soon to Spotify.

“The strategy behind Birdie’s Brekkie Meal was to lean in on all the nostalgic and joyous elements of morningtime that we might miss in adulthood, and remind Australians they’re all still possible with Birdie’s Brekkie meal this August," Peitra said.