The iconic McDonalds Kiwiburger was launched in New Zealand in 1991; a time millennials and older remember fondly, and a time shrouded in nostalgic mysticism for Gen-Z.

In 2023, McDonald's wanted to bring the burger back.

We knew older Kiwis would be excited by the news, but our challenge was to engage the younger generation and get them buying a burger that they've not only never tasted, but never even heard of.

We brought the best of '91 back with Fax-4-Kiwiburger.

A super high-tech (in 1991) fax-to-win promo. A response mechanic from ancient times, for a burger from ancient times.

Kiwis were invited to fax the world 'Kiwi' to an old McDonald's fax line and to get themselves a free Kiwiburger for their (considerable) trouble.

But first... they'd have to find a fax.

How do you relaunch an iconic burger from the past to a younger generation? (Gen Z) You use technology they know nothing about, from a time they can't even remember.

It sounds crazy, but with the resurgence of 90’s and early 2000’s fashion and culture that has younger generations in a chokehold, it was the only way to sell this burger.

We leveraged this nostalgia and brought the best of the 90’s back, with a promo dated in '91. Nostalgic and humourous for the older generations, mystical for the younger.

And 2023 loved it. Kiwis searched through their nanas' attics, business centres and doctors' offices to find this 90’s relic.

And of course, they shared it, and liked it online as could only be expected.

We launched the promotion '91 style, with a billboard – knowing full well our Gen Z'ers would quickly talk about it in their channels online – which they did.

The billboard quickly racked up over one million digital impressions, and collectively, Fax-4-Kiwiburger racked up thousands of fax responses.

The promotion was live for 3 weeks in the lead-up to the Kiwi summer.

The design of the campaign elements, billboard and fax vouchers were heavily inspired by 90s McDonald's advertising and even sported the much loved 90s logo which sat across everything.

The campaign was a fax-tas-tic success.

Quite surprisingly, 3571 unique faxes were sent.

Awareness among Gen Z was 40% above the Macca’s benchmark and trial a whopping 100% above.

In total, the entire Kiwiburger campaign reached 10M impressions.

Resulting in the Kiwiburger massively surpassing sales targets with over 700,000 sold in 7 weeks. That's one for almost 14% of the entire New Zealand population.