Macca’s and DDB introduce Kiwiburger® to new generation with campaign from 1991  

The year was ‘91 when egg and beetroot came together in perfect, delicious harmony with the creation of the iconic Kiwiburger at McDonald’s.    

Fast forward to 2023, and Macca’s has relaunched New Zealand’s favourite burger with their latest campaign ‘The best of ‘91 is back’ via DDB Group Aotearoa, taking audiences three decades back in time.  

To set the nostalgic tone and vibe, the Macca’s 90s logo was used throughout the campaign. Customers, old and new, were even encouraged to dig out their old fax machines and ‘fax-to-win’ for a free Kiwiburger. 

Somewhat surprisingly, people still fax nowadays – or found a way to. Almost 3,500 individual faxes have been sent in only two weeks.  

Macca’s have also released ‘Floppy Disk Vouchers’, where super-fans simply need to search their attic, op shop or library to find a computer with a floppy disk drive. If successful, they can unlock the MS-DOS file that contains a voucher for a hard-earned Kiwiburger prize.  

DDB Group Aotearoa Creative Director, Ben Pegler, says “We wanted to create a throwback to the unquestionable fashion, cutting edge technology and rollerblades of ‘91, but still show that, the tastiest return of all is the Kiwiburger.”   

Karla Fisher, Lead Business Partner at DDB Group Aotearoa, adds “A walk down memory lane? A nostalgic jaunt? A stark reminder of my age? Or simply, that some things never go out of fashion? Let’s eat.”  

The McDonald’s Kiwiburger campaign runs across TVC, OOH, social and the McDonald’s app.    

CREDITS    

Client: McDonald’s   

Director of Marketing: Luke Rive   

Head of Menu: Nikki Jeffcote   

Senior Brand Manager: Stef Phillips   

Brand Manager: Angela Favis   

Creative Agency: DDB Group Aotearoa    

Media Agency: OMD  

Production Company: Good Oil   

Director: Issac Bell   

Executive Producer: Andrew McLean   

Producer (Shoot): Anna Stuart   

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