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McDonald's Australia · 2022
Sauce Quest.
Four limited-edition Macca's sauces, plus fan favourites, and a quest only the biggest fans could win.
Campaign Film
Role
Strategy and creative oversight on McDonald's Australia.
Year
2022
Partners
McDonald's Australia
Recognition
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01
The Brief
Macca's sauces have a history of causing a bit of a ruckus. In 2022, McDonald's was bringing out not one but four special sauces (plus a couple of absolute fan favourites) and we knew we had to give the biggest fans, and only the biggest fans, a chance to win their very own.
02
The Insight
When the audience already cares more than the brand expects, the move is to reward the biggest fans publicly, and let everyone else watch them earn it.
03
The Idea
We turned the sauce drop into a quest, designed to make the biggest fans the visible heroes of the moment.
Strategy in one line
“Reward the biggest fans publicly. Let everyone else watch them earn it.”
04
The Outcome
Sauce Quest ran nationally as a fan-rewarding mechanic across the limited-edition sauce releases.
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