Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun.

We partnered with DDB Group Australia, reviving an old Aussie classic to launch ‘The Original Mouthful’ – an Australian-first Big Mac campaign.

We brought back one of the oldest burger chants in the world, the ‘Big Mac chant,’ and introduced it to a new generation of customers. If you’re a fan of Big Macs from the ‘70s, ‘80s, or ‘90s, you may remember the classic chant: “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

To encourage participation among both new and old fans, we revived the Big Mac Chant Challenge from 1978, which had appeared across Australia. Fans’ social media feeds were filled with prompts, attempts, fumbles, and more, and they were celebrated in responsive digital out-of-home to fuel the ongoing conversation and competition as it unfolded.