W+K Sydney’s Fun New Campaign Celebrates McGriddles as a Must-Have Morning Treat at Macca’s

McDonald’s Australia and Wieden+Kennedy Sydney are back with their second collaboration, just one month after their first. Their new campaign, “Brekkie Comes First”, puts the spotlight on breakfast, celebrating it as the most important part of the day for many customers.

The campaign is built around a relatable truth for breakfast lovers: “I only go to McDonald’s for the breakfast.” It focuses on the diehard fans who see McDonald’s as a breakfast destination, highlighting their favorite morning menu items like hash browns, McMuffins, and the newly added McGriddles.

The heart of the campaign is a 30-second emotional commercial titled “Delicious Heartache”, directed by Taso Alexander of Revolver. The ad showcases people missing the breakfast cut-off time and the heartbreak that follows, contrasted by those who made it in time and enjoy their favorite breakfast items. Set to Roxette’s iconic song “It Must Have Been Love”, the ad sends the message that McDonald’s breakfast window doesn’t wait—but it’s back again tomorrow.

To celebrate the permanent addition of McGriddles to the breakfast menu, the campaign also includes another spot titled “Most Important Meal”, focusing on the unique pancake-bunned sandwich that fans have been eagerly waiting for.

The campaign extends to OOH (out-of-home) advertising with clever lines like “Nothing Good Ever Happens After 4 am…Oh Wait”, “McGriddles Are Here, Tell Greg”, and “Don’t Sleep On It”. Social media activity adds to the fun with 80s love song dedications to McDonald’s breakfast favorites and playful “hopecore” memes celebrating the joy of making it to the breakfast window.

The campaign spans across TV, online video, social media, OOH, radio, sponsorships, in-store promotions, and the MyMacca’s app.

Matt Owen, Managing Director of W+K Sydney, shared, “It was great to take a global insight and put our own Aussie twist on it. Tonally, this feels like the right sort of space for us to play in.”

This fun and emotional campaign highlights McDonald’s place in breakfast lovers’ hearts, giving them one more reason to start their day with Macca’s.

Credits:

Client: Macca’s 
Agency: Wieden+Kennedy Sydney
Director: Taso Alexander
Production Company – Film: Revolver
Post Production: The Editors
Sound: Rumble
Music Supervision: Trailer Media
Media Agency: OMD
In-store Agency: Akcelo
Digital Agency: Digitas
PR Agency: Mango Communications