People think McDonald’s is the same everywhere. But actually, Aussies have made it their own – more than they realise. After all, they invented McCafe, they’ve made plenty of changes to the menu, and they don’t even call it McDonald’s. Here, it’s Macca’s. McDonald’s needed a line to tie this thought together. To show Aussies that every time they’ve asked for a change, Macca’s has heard them. We came up with ‘Macca’s. It’s what Australia ordered’ which spearheaded a shift in McDonald’s branding, tone, look and feel Australia-wide. We then launched the brand reset with a TV and digital campaign showing the journey through the decades from McDonald’s to Macca’s.