McDonald’s Launches Surprize Fries Promotion in Australia and New Zealand

McDonald's AU & NZ has introduced Surprize Fries, a fresh promotion aimed at bringing moments of delight to customers with each purchase of their iconic fries. This promotion marks McDonald's second-largest campaign in the region, following the success of the popular MONOPOLY game. Surprize Fries will be available to customers across Australia and New Zealand until April 14th.

Partnership with Leading Agencies

Campaign Brief reported that McDonald's collaborated with various agencies to execute this campaign. Notable partners include tms, the global agency responsible for the creative concept and digital services like prize distribution. Akcelo managed the front-end digital experience in the app, while DDB oversaw creative communications. Creata contributed to the prize pool and ticket printing. Additionally, Digitas and Track manage CRM for Australia and New Zealand, respectively, with Mango serving as the PR agency. OMD was responsible for media planning and buying.

The month-long Surprize Fries promotion, as per MI-3, offers customers the chance to win a range of exciting prizes, including free food, merchandise, gift cards from popular brands, and cash rewards. By ordering delicious fries—a staple of every McDonald's meal—customers have a one-in-four chance of winning. Each fry order comes with a peel revealing an instant prize or a scannable code for gamified surprises via the McDonald's app.

McDonald's Focus on Customer Value

Tobi Fukushima, McDonald's Australia marketing manager, emphasizes the value proposition of Surprize Fries. The promotion aligns with the brand's commitment to providing value to customers. With millions of prizes up for grabs, McDonald's aims to enhance customer experience and create more feel-good moments.

Stuart Nyman, digital client engagement lead at tms, highlights the seamless digital experience powering Surprize Fries. This integration enhances McDonald's customers' excitement about winning, showcasing the brand's innovative approach to promotions and customer engagement.

Unlocking the Magic of the Golden Arches

Customers can now experience the magic of McDonald's Golden Arches through Surprize Fries. By purchasing Medium or Large Fries, customers can win various prizes. Whether enjoyed as a Soft Serve spoon, a burger topping, or a standalone side, McDonald's Fries play a pivotal role in this engaging promotion.

Photo: Meghan Hessler/Unsplash