A big brand focuses on local.

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Author: Jamie Wilson


When you think of McDonald’s, you don’t often think of it as being a local business that champions the community—but the Canberra restaurant franchises are different.

The 20 restaurants are owned by four local families that employ more than 2,000 staff and serve over 200,000 customers each week. They are champions of the community, sponsoring countless charities, sporting groups and more.

As another champion of our local community, we were delighted to work with McDonald’s to bring their local message to life. In an unprecedented campaign for McDonald’s, Coordinate delivered a stand-alone program specific to the Canberra market, that celebrated local ownership and commitment.

Coordinate developed the campaign creative positioning “we are here” and leveraged the McDonald’s brand to bring the campaign assets to life. We commissioned Canberra music stalwart Ashley Feraude to develop a custom music piece which became an iconic anthem for the campaign.

The campaign featured a 1 minute, 30 and 15 second video spots delivered on television, cinema, social media and outdoor, accompanied by a press and digital campaign.