Macca's has launched its first campaign in collaboration with Wieden+Kennedy Sydney, marking the introduction of a new permanent menu item, Chicken McWings. The campaign, described as heralding a 'new golden era of chicken' for Macca's, features cryptic billboards that utilise the Wingdings font to convey the message 'Peak Chicken Is Upon Us.'

The campaign's centrepiece is a press conference featuring McDonaldland character Mayor McCheese, who introduces the Chicken McWings. Additionally, two supplementary films, titled 'A Great Legacy' and 'Historians,' are included in the campaign, alongside out-of-home (OOH), social media, and radio content.

Amanda Nakad, Marketing Director of Menu and Brand at McDonald’s Australia, stated, “It’s been a while since we have added something new to the permanent menu, but the response to Chicken McWings during the trial made it clear: Aussies want more chicken options with their order.” Nakad further commented, “Chicken McWings are now claiming their spot next to other legends like the McChicken, McSpicy, McCrispy and Chicken McNuggets. It’s the golden era of chicken at Macca’s – and we’re just getting started.”

The campaign draws comparisons between the launch of Chicken McWings and iconic historical eras, aiming to position the new menu item as a significant addition to Macca's offerings. The creative team for the 'Peak Chicken' campaign includes Director Kyra Bartley, Production Company Finch, and Media Agency OMD.

In tandem with the Chicken McWings campaign, Macca's and Wieden+Kennedy Sydney have also launched a campaign for a new McCafé blend, targeting coffee enthusiasts. This campaign includes two spots, 'Coffee First' and 'Yawn,' and features radio, social media, influencer content, and OOH placements.

Matt Owen, Managing Director of W+K Sydney, expressed his enthusiasm for the partnership, saying, “It’s been brilliant how we have been welcomed into the agency village, with all the agencies helping us to get up to speed and sharing their learnings on the brand. They’ve also given us the space and permission to bring fresh eyes and that excitement that only comes from being the newest kid on the block.”

The creative credits for the McCafé campaign include Director Jakob Marky, Production Company The Sweetshop Films, and Media Agency OMD.

Roy Leibowitz and Chris Wilson, Group Creative Directors at W+K Sydney, remarked, “Macca’s has been awesome forever. Now with the launch of their delicious Chicken McWings, and McCafé new blend, they’re even more awesome. A new era has arrived, and we couldn’t be more excited to be part of it.”