Macadamias

The Original Macas
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Challenging the Golden Arches to drive sales

Despite being a native Australian nut that’s been around for 60 million years, in 2023, macadamia volume sales were down and marketing budgets had been cut.

We needed to get people buying more macadamias, more often, at a critical point in the season.

The problem? Nobody knew they were native (a growing category).

We needed to get the attention of Aussies and educate them on this little known fact. And what better way to do this than by taking on McDonald’s, affectionately known as Macca’s, and challenging their name?!

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

An open invitation

Seeing an opportunity for two iconic brands to work together, an invitation for partnership remains open for McDonald's to share in the fun. We think they're nuts not to go for it!

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

An open invitation

Seeing an opportunity for two iconic brands to work together, an invitation for partnership remains open for McDonald's to share in the fun. We think they're nuts not to go for it!

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

An open invitation

Seeing an opportunity for two iconic brands to work together, an invitation for partnership remains open for McDonald's to share in the fun. We think they're nuts not to go for it!

A cheeky billboard

The macadamia industry has been using macas for years and with 60 million years under their belt, we felt it was time to stake their claim to the nickname with a cheeky dig at Macca’s, letting them know that Macadamias are The Original Macas.

A tongue-in-cheek billboard with The Original Macas messaging was strategically positioned outside McDonald’s St Peters...

...with Michael ‘Maca’ McMahon, a macadamia grower from Bunderburg, becoming the face of the campaign, calling out for other Macas to join in the conversation via a live TODAY Show cross.

Earning attention

A parody McDonald's meal was created by ex-MasterChef contestant Mindy Woods, a proud Bundjalung woman, to showcase the versatility and deliciousness of the native nut - The Original Macas burger and mylkshake.

Word spread through earned media while paid and organic social amplified the campaign.

An open invitation

Seeing an opportunity for two iconic brands to work together, an invitation for partnership remains open for McDonald's to share in the fun. We think they're nuts not to go for it!