In a move that blends food, fandom, and fierce rivalry, McDonald’s Australia – affectionately known as Macca’s – has unveiled its limited edition Blues and Maroons Meals, an ode to State of Origin passion, powered by an integrated campaign from DDB Group Sydney.
Available now in participating restaurants across New South Wales (NSW), the Australian Capital Territory (ACT), Queensland, and the Northern Territory, these themed meals offer footy lovers the chance to show their state pride while enjoying a Big Mac or 10-piece Chicken McNuggets, fries, a drink, and one of six specially designed collector cups. Each cup commemorates legendary moments from either the NSW Blues or Queensland Maroons' storied Origin history — from last-second tries to emotional victories.
The campaign kicked off with playful banter on Instagram between Origin greats Johnathan Thurston and Nathan Hindmarsh, setting the tone for seven weeks of footy-fueled excitement. Spanning TV, online video, radio, social media, in-store activations, and integrated broadcasts across major platforms including Nine, Fox League, and Triple M, the campaign delivers tailored creative for each state, reflecting the deep tribalism of Origin supporters.
The centrepiece of the campaign is a hero film that captures the eccentric rituals of die-hard fans on game day — from naming babies after players to painting faces in team colours — all leading to one destination: the Macca’s counter, where loyalty now comes with fries and a cup full of memories.
Beyond the meals themselves, each collector cup becomes a gateway to bonus content and surprise giveaways, adding an extra layer of interactivity to the fan experience.
Mary Vrancic, senior marketing director for McDonald’s Australia, emphasized the brand’s commitment to the footy community: “The Macca’s Blues and Maroons Meals are all about celebrating our long-term partnership with both clubs and our fans. Whether it’s pre-game rituals or post-match debriefs, Macca’s is where footy fans come together.”
Jack Nunn, creative partner at DDB Group Sydney and a self-proclaimed Blues tragic, added: “We didn’t want to do a standard sponsorship. We wanted to live and breathe the rivalry. This campaign is designed to be as bold and competitive as Origin itself.”
Running through to July 9, 2025, the Blues and Maroons Meals are available for a limited time, giving fans a flavorful new way to celebrate their team – win, lose, or draw.
