McDonald's Australia has launched a new integrated campaign to promote its limited edition Blues and Maroons Meals, coinciding with the State of Origin series. The campaign, developed by DDB Group Sydney, features collector cups that commemorate iconic moments from each state's Origin history.

The Blues and Maroons Meals are available in New South Wales and the Australian Capital Territory for Blues fans, and in Queensland and the Northern Territory for Maroons supporters. The campaign is set to run until 9 July 2025.

A seven-week fully integrated media strategy supports the campaign, spanning television, online video, digital platforms, radio, in-store promotions, social media, and broadcast integration. A significant element of the campaign is a social media component featuring former rugby league players Johnathan Thurston and Nathan Hindmarsh engaging in playful banter on Instagram Stories.

The campaign's hero film is broadcast on television and available online, depicting fans preparing for game day and visiting McDonald's outlets. The collector cups included with the meals offer fans the opportunity to unlock bonus content and win prizes.

Senior Marketing Director for McDonald’s Australia, Mary Vrancic, said: "The Macca’s Blues and Maroons Meals are all about celebrating our long-term partnership with both clubs and our fans...We know how much our customers love footy, and we are proud to provide a place for fans to meet before or after a game. Win or lose, we will always be there for footy fans and now these legendary new meals are the perfect expression of that."

Creative Partner at DDB Group Sydney, Jack Nunn, said: "We could’ve done the usual sponsorship stuff. But where’s the fun in that? So we pushed and came up with a properly integrated campaign. I can’t wait to raise a cup to a Blues 3-0 whitewash."

The campaign's creative credits include DDB Group Sydney serving as the creative agency, and OMD Australia responsible for media planning and buying. Akcelo managed point-of-sale materials, Digitas Australia handled customer relationship management, and Creata Australia oversaw promotional activities.