Macca’s immortalises brekkie heartbreak in new spot from W+K Sydney

We’ve all been told that breakfast is the most important meal of the day. Macca’s is doubling down on this lesson, acknowledging breakfast enthusiasts in a new campaign via Wieden+Kennedy Sydney.

The new work speaks to a subsection of fans who view the quick-service restaurant (QSR) as a go-to for breakfast. ‘Delicious Heartache’ follows a journey we are all too familiar with — missing the morning menu time slot.

The hero film is set to Roxette’s iconic ’80s ballad ‘It Must Have Been Love’. It showcases a montage of fans who missed Macca’s breakfast, contrasted with the satisfaction of those who made it in time. It finishes with a tagline, “don’t cry because you’ve missed it, smile ’cause you can get it tomorrow”.

The Wieden+Kennedy Sydney team said this was based off a global insight (the disappointment of missing breakfast), and it was “great” to put an Aussie twist on it.

“For plenty of people, the best bit of Macca’s is brekkie. To them, breakfast really does come first. And it sucks to miss it,” group creative directors Roy Leibowitz and Chris Wilson said in a release.

Matt Owen, managing director of the agency, added: “Tonally, this feels like the right sort of space for us to play in.”

The campaign also highlights the anticipated arrival of McGriddles in Australia. A second spot, titled ‘Most Important Meal’ praises the pancake-bun with the same soundtrack.

The campaign is live across TV, online video, social, OOH, radio, sponsorship, in-store, and in-app channels.

Across social, the campaign extends the ’80s-ballad theme with love song dedications to the QSR’s various breakfast items. It also includes a suite of ‘hopecore’ memes that tap into the satisfaction of being at Macca’s before breakfast is over.

The OOH will feature witty messages showcasing the items.

Wieden+Kennedy won a competitive pitch earlier this year for the quick-service restaurant’s (QSR) Chicken and McCafé portfolios. It already works with McDonald’s in the US and Canada. Shortly after the account win, the agency revealed its first local hires for the Sydney office.

Credits:

Clients: Macca’s

Agency: Wieden+Kennedy Sydney

Director: Taso Alexander

Production Company – Film: Revolver

Post Production: The Editors

Sound: Rumble

Music Supervision: Trailer Media

Media Agency: OMD

In-store Agency: Akcelo

Digital Agency: Digitas

PR Agency: Mango Communications

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