By the end of January, one of the world’s most iconic American brands had become one of Australia’s most loved brands, leading to a year on year sales increase of 6.7%, (equal to an additional 300,000 Big Macs for the month).

Aussies loved the signage so much that the Central Coast community petitioned McDonald’s to have a Macca’s sign installed in their area.

The campaign generated more than 11 billion PR impressions, almost 300 stories across traditional media channels and mass conversation in social media. Importantly, key messages were included in 100% of coverage, with 99.7% positive in tone.

In a world’s first in McDonald’s history, McDonald’s transformed McDonald’s stores into Macca’s stores, right down to changing the famous golden arches. After more than 40 years in the community McDonald's became 'Macca's'.

The change was rolled out across dozens of touch-points. From the smallest details of Macca’s crew changing their badges and adopting their Aussie nicknames, to unique in-store placemats, to bespoke 'Macca's uniforms, and changing the golden arches above some of the most prominent stores in the land, 'Macca’s' became Australia's most talked about brand on the Australia Day weekend.

McDonald’s Australia was looking to use the Australia Day celebrations as an opportunity to increase brand relevance and sales among Australians.

Australia Day is a 3-day celebration when one of the most patriotic nations on earth becomes even more patriotic. This meant McDonald’s had a problem. As a company synonymous with America, they were the last place Australians would go on the most Aussie occasion of the year.

In Australia, there’s no greater sign of acceptance than being given a nickname. So what better way for McDonald’s to prove to Australians how ‘Aussie’ they were, than by embracing their uniquely Australian nickname.