McDonald’s: The Origin loophole
In 2025 KFC held the sponsorship rights for State of Origin, so McDonald’s were legally restricted from mentioning it. So rather than talking about it, we found a way to let the fans do the talking for us by doing what we do best - making a meal two meals. This new way for fans to show their support fuelled rivalry, sparked banter, and made sure wherever the Origin conversation went, the Macca’s meals went too.
Dir: Ariel Martin
Integrated case study
CP: Jack Nunn, Teams: Nick Cole & Pat Allenby, Emmalie Narathipakorn & Seamus McAlary
Queensland TVC
NSW TVC
The meals were everywhere - even on the series broadcasts in the hands of some or Origin’s all-time biggst legends.
