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McDonald's New Zealand Makes Burger History with DDB

Robber's Dog - Auckland, 7 months ago

DDB NZ and Robber’s Dog launch ‘Create Your Taste’ campaign allowing customers to create their own burgers

McDonald's New Zealand Makes Burger History with DDB

To promote the new, innovative ‘Create Your Taste’ service now available in New Zealand, McDonald’s has launched a campaign where locals can become a part of history by creating their own burgers.

With literally millions of unique burger combinations to be made, the possibilities are endless and McDonald’s has turned their burger-lovers in to burger designers. Now anyone can build their own bespoke burger and become part of ‘Burger History’. 

To tell the story of Create Your Taste, a 45 second TVC brings to life the tale of ‘ordinary’ guy, John Smith. John had spent his life striving to be great, but ultimately failing to do so, until the day he finally differentiated himself by creating a burger named ‘The Smittie’, destined for the history books. 

Shane Bradnick, DDB Executive Creative Director, says, “The Big Mac, Quarter Pounder, Kiwi Burger and now The Shano – just some of the great Macca’s burgers in history. Who would have thought simply building a burger could get you into the history books? With millions of options, we’re looking forward to seeing how creative Kiwis can be with the 31 ingredients and endless name possibilities.”

Adam from Robber’s Dog says, “There is a little John Smith in all of us. Our entire lives we spend trying to be unique and stand out from the crowd, only to realise that you’re not the only wrestler at the birthday party. Who would’ve thought creating a burger would be the way John and the rest of us could make our mark in the world!”

The spot is supported by a shorter 15 second edit, outdoor, digital and social assets, all light-hearted and relatable for Kiwis’ sense of humour. 

Like John Smith, all New Zealanders are able to make burger history online at They can design and name their own unique Macca’s burger and then, using a QR code, go to the counter and order their own little piece of burger history. Some clever creators may even have their burgers become the new ‘face’ of future Create Your Taste ads. 


Brand Manager: Jess Reid

Director of Marketing: Chris Brown

Head of Marketing: Jo Mitchell

Senior Brand Manager : Nikki Jeffcote

Creative Agency

Chief Creative Officer: Damon Stapleton

Creative Director: Ben Pegler

Copywriter: Graeme Clarke, Natalie Knight

Art Director: Paul Kim, Corinne Goode

Executive Creative Director: Shane Bradnick

Planner: Jamie Barrett

Account Director: Carly Pratt

Group Account Director: Zoe Alden

Executive Producer: Judy Thompson

Planning Director: Lucinda Sherborne

Agency Production: Rosie Grayson

Account Management: Demi Nielsen

Planning Director: Lucinda Sherborne


Editor: Alex O'Shaunghnessy

Post Production / VFX

Online Artist: Palace

Post Production House: Robber’s Dog

Production Company

Director: Adam Stevens

DOP: Crighton Bone

Producer: Mark Foster

Production Company: Robber’s Dog

Category: Fast food , Retail and restaurants

Genre: Comedy