McDonald’s embraces its nick-name for Australia Day campaign
Thirteen McDonald’s stores around Australia have embraced the well-known term “Macca’s” in a new promotional campaign for Australia Day.
Traditional McDonald’s signage at the stores has been changed to “Macca’s” in various locations as part of the new campaign.
According to a national survey of Australians, Macca’s is the second most recognised ‘Australianism’, just behind the word ‘footy’. The popularity of the term led McDonald’s Australia to recently call on Macquarie Dictionary Publishers to include Macca’s in their online version –supported by evidence from nearly a third of Australians when surveyed on the issue.
Chief Marketing Officer, Mark Lollback said that McDonald’s was “incredibly proud” of its Australian nick-name.
“What better way to show Aussies how proud we are to be a part of the Australian community than by changing our store signs to the name the community has given us?” Mr Lolback said.
However the signage change is not permanent at this stage, with “Macca’s” set to return to official “McDonald’s” signage on February 4, 2013.