McDonalds x NRL - Nine for Brands

Growing brand consideration

McDonald’s aimed to grow brand love and strengthen its association with the NRL by celebrating footy moments. The goal was to increase year-on-year presence in the NRL and grow consumer perception that McDonald’s enhances the Footy experience on Nine.

McDonald's turned to one of the nation’s most beloved and culturally ingrained sports – the NRL.

McDonald’s looked to leverage Nine’s NRL coverage and deep expertise in sports storytelling to authentically connect with footy fans, reinforcing its critical role in the game-day experience. The campaign looked to tap into ‘feel-good’ footy moments, activating across high-impact broadcast scenes, ensuring McDonalds had seamless integration within the NRL season. This approach positioned McDonald’s as more than just a sponsor—transforming it into a brand that amplifies the passion and excitement of the game.

Tailored TVCs with NRL Legends

McDonald’s campaign came to life through a series of tailored TVCs, produced by Nine, and hosted by Sam Thaiday. Featuring NRL legends like Wendell Sailor, Gavin Cooper, and Alex Glenn, the creative executions brought fans closer to the game by capturing the energy and camaraderie of footy. Beyond this, McDonald’s extended its presence across multiple broadcast assets, ensuring deep integration and maximum impact throughout the NRL season.

High-impact TVCs

This campaign leveraged high-impact TVCs to deliver compelling storytelling, capturing audience attention during key footy moments and reinforcing McDonald’s as an essential part of the game-day experience. Nine’s broadcast integration ensured McDonald’s was embedded in the heart of the game, while premium content featuring NRL legends built authenticity and credibility.