McDonald's has collaborated with brand experience and innovation agency Akcelo to launch the 'Very Important Purple' campaign to mark the release of the Grimace Shake in Australia.

The campaign strategy spans multiple channels, including TV, Cinema, Digital, Out-of-Home, Social, In-restaurant Experience, Activations, CRM, Influencer and PR. It kicked off with a teaser announcement at the AFL Grand Final and a baggage carousel takeover at Sydney Airport.

"Grimace has been making fuzzy waves around the globe and now it's our turn to celebrate. The Grimace Shake is fun, vibrant and bursting with flavour. It’s a tribute to Grimace and the joy he’s brought to Macca’s fans over the years. So buckle up - we’re finally giving Aussies what they’ve been waiting for and we know they’re going to LOVE it," said Marketing Director for McDonald’s Australia, Amanda Nakad.

The campaign celebrates the popularity of the Grimace character and his world-famous shake, which will be available in McDonald's restaurants nationwide.

"Macca’s fans of every generation adore Grimace, so his arrival here is a big deal. With this campaign we’ve captured the unfiltered excitement of the Aussie public and Macca’s own crew, a feeling beautifully brought to life by India Harris (Rabbit) and Juliet Taylor (Pool Collective), and all our production partners," said Creative Partner Akcelo, Oskar Westerdal.

"This project has brought so much joy to every corner of Akcelo. From our restaurant experience and packaging design team, to our strategists, creatives and producers – everyone simply can’t help but love Grimace, and we are thrilled to have been tasked with creating this incredible campaign in his name," said CEO Akcelo, Aden Hepburn.