McDonald’s NZ proves brand power by ditching the logo

McDonald’s New Zealand has stripped its outdoor advertising back to little more than menu item names, trusting brand fame to do the rest.

Created by McCann New Zealand, the national campaign titled “You know where” features some of Macca’s most iconic products in name only.

No product shots. No Golden Arches. No logo.

Just words like cheeseburger, fries and sundae, standing confidently on billboards.

The idea hinges on a simple truth. When Kiwis see those menu names, there is one brand that comes to mind first.

Gary Steele, Chief Creative Officer at McCann New Zealand, says: “Macca’s is an iconic global brand, and their products are so iconic they need no explanation, so we let the words do the talking.”

Leigh Benvie, Head of Brand and Media at McDonald’s New Zealand, says the team embraced the boldness of showing up with the brand “stripped right back… There aren’t many brands that could pull that off.”

Media is handled by OMD New Zealand.

McDonald’s are one of the headline speakers at Famous Campaigns Live – get an early bird ticket here 

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