Hole in Maccas.
Bringing Macca's back to Uber One. Without admitting they'd ever left.
When McDonald's had previously opted out of Uber One, the platform's Macca's business dropped 12%. The brief was simple, the constraint less so: bring them back, without either side admitting they had ever stepped away. The work needed to read as a brand new arrival, not a reconciliation, and it needed to do it loud enough to drag the audience with it.
Uber One's pitch is 'exclusive benefits, for everyone.' That's a contradiction, and a useful one. The job wasn't to argue the audience into the contradiction. It was to find a character who'd be genuinely upset at the egalitarianism of it, and let him say it on camera. Build an attention spike that moves Macca's fans onto Uber One without ever talking about why they'd been off it.
We cast Christopher McDonald to reprise his most famous on-screen villain. The exclusive-club enforcer with the knowing smirk. Legally, we couldn't mention the film by name. So he doesn't. He just plays the type, on a golf course, outraged that anyone can join Uber One. Re-enacting the disgruntled tropes of the character without naming him became the joke and the hook.
We teased through influencers first. We Got The Chocolates, Molly Lee Clancy and Joey Woodley posted a mysterious build-up that got 170k+ people talking before the brand reveal. Then the hero video dropped on owned social to 3.7M+ viewers. The campaign ran in HOYTS cinemas nationwide. We brought Chris to Australia for a press day, hosted media + influencers on the green, and the BTS content alone reached 655k Aussies at a combined 3.5% engagement rate. 32 mailers went out to press with limited-edition Uber One × Chris merch. Golf balls, towels, socks, visors, tees, ball markers. Three pieces of supporting content (One Minute In An Uber With…, the Caddy Mocumentary, the BTS cut) extended the world across owned channels.
During launch week, Macca's Uber One penetration hit its highest-ever 52.4%, a 3.5pt jump week-on-week, then sustained at a 54% average over the next four weeks (vs 48.8% prior). Macca's YoY sales on the platform lifted 53% on average across the campaign. The KPI was +31%. Uber One member sign-ups grew 37.5% pre/post campaign (22k pass starts during, vs 16k in the four weeks before). Macca's overall food sales on Uber Eats increased 4% vs the three-week prior average.
Earned: 287 hits, 46.3M OTS, 1,214 editorial brand mentions (99.6% brand-attributed). 85% of editorial coverage carried brand assets, 78% featured the talent. Press secured across Today, Today Extra, Fox Sports' Sunday Night with Matty Johns, 2DayFM (Jimmy & Nath with Emma), the Daily Telegraph, Sydney Morning Herald, Pedestrian TV, 9Honey, Man of Many, LADbible, SPORTbible and Mumbrella. The Daily Telegraph alone mentioned Uber 9 times in a single online article.
Paid: +5pts Meta and +6.8pts TikTok awareness lift in Brand Lift Studies; +8.4pts above TikTok baseline on ad recall. Influencer: 6M+ reach, 6.5K engagements, and a combined 20 days 17 hours 2 minutes 14 seconds of watch time across the three creators' content.