Exclusively for everyone
The McRib is iconic. And extremely exclusive. So after six McRibless years in New Zealand, we had to make it’s return loud. How? By staying true to McDonald’s attitude and juxtaposing the tropes of exclusive, limited-edition drops. Celebrating that the McRib is exclusively for everyone.
THE PRODUCER DROP
Usually, the people who get to try new product drops are the radio show hosts. So we flipped that on it’s head and sent the exclusively-for-everyone McRib to the producers first. Our cheeky personalised messaging guaranteed a bit of on-air banter. Which didn’t disappoint.