McDonald’s New Zealand introduced its new premium burger, the “Big Arch”, with an unconventional activation: a giant burger mounted on a wide-load truck touring the country. The Big Arch Arrival Tour combined mobile billboards, experiential marketing, and digital buzz, turning highways into headlines and fans into participants.
A burger too big to fit
The concept was simple but powerful: “a burger so big, it needs its own truck.”
McDonald’s built a giant burger box at scale, placed it on a wide-load vehicle, and decorated it with playful messages like “Honk if you’re Big Macca’s hungry” and “Do not overtake delicious vehicle.” The oversized truck became both an advertising spectacle and a moving piece of entertainment.
@mcdonaldsnz WIN 🍔 The new Big Arch burger demands a Big Arrival, so we’re taking it on tour 🚛 Follow it across NZ, snap it, share your pic in the comments and be in to win a free Big Arch burger. Terms and conditions: App required to redeem prize. Additional T&C's at our link in bio.
♬ original sound - McDonald's NZ
The Big Arch Arrival Tour
The truck traveled across New Zealand’s North Island, stopping in cities such as Tauranga and Auckland. Along the way, McDonald’s handed out free burgers to fans and encouraged them to share sightings online with the hashtag #BigArch and tag @mcdonaldsnz.
The first 100 participants who posted received a free burger, sparking a wave of TikTok and Instagram content that amplified the campaign beyond the roads.
Blending physical and digital
Created by DDB Group Aotearoa NZ with Mango Communications, the stunt was designed to be more than a moving billboard. It became an interactive challenge that invited fans to spot the truck, honk, and share their experience.
The mix of humor, spectacle, and social media call-to-action gave the Big Arch a “larger-than-life” arrival worthy of its name.
Part of a global strategy
The New Zealand launch is part of McDonald’s global premium burger strategy, with the Big Arch also being tested in the UK and Canada. By starting with a bold stunt, the brand ensured the product was introduced with maximum attention and cultural relevance.
Final thoughts
With the Big Arch Arrival Tour, McDonald’s showed how mobile billboards, street media, and experiential marketing can merge into a campaign that’s as entertaining as it is effective. The burger didn’t just arrive in New Zealand — it made an entrance.
FAQs about this campaign
What is the McDonald’s Big Arch campaign about?
It’s a launch activation in New Zealand featuring a giant-scale burger transported on a wide-load truck as part of the Big Arch Arrival Tour.
Why does the campaign stand out?
Because it mixes physical spectacle with digital engagement, turning a product launch into a cultural event across highways and social media.
How does outdoor advertising play a role?
By using mobile billboards and street media, McDonald’s showed how unconventional formats can capture attention and spark conversation.
What reaction did the campaign generate?
It went viral on TikTok and Instagram, with users posting photos and videos of the Big Arch truck and joining the hashtag #BigArch.
What can brands learn from McDonald’s?
That blending humor, spectacle, and experiential OOH can create buzz, foster cultural connection, and amplify visibility both offline and online.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
