McDonald’s finally gives in to the matcha crowd with ‘You Deserve a Little Treat’

McDonald’s is giving Australians what they’ve been asking for - matcha on the McCafé menu - as part of a new national campaign from Wieden+Kennedy Sydney titled You Deserve a Little Treat.

The launch marks the latest creative push from W+K since taking over the account from DDB Sydney earlier this year and following its Brekkie Comes First work, plus the McGriddles launch and the mysterious Chicken McWings rollout earlier this year.

Amanda Nakad, marketing director of menu and brand at McDonald’s, said the campaign highlights the simple truth that adulthood is full of reasons to reward yourself - whether it’s surviving another workday or just existing. 

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“Aussies already have a special relationship with Macca’s - it’s where we go to reward ourselves, even in the smallest ways,” she said. “‘You Deserve a Little Treat’ taps into that perfectly.” 

W+K’s work for the QSR brand taps into some relatable fan truths - that moment in every young Aussie’s life when you realise you can get Macca’s whenever you want. The launch film, directed by Gabriel Gasparinatos, captures a child watching a driver sip a Strawberry Matcha Iced Latte on a hot day - a subtle nod to freedom and the thrill of little indulgences. 

Beyond film, W+K leaned into Gen Z humour and contextual placements, turning everyday inconveniences into mini celebrations. Uber Eats checkouts now remind users, “Ordered a big treat? You deserve a little treat.” Six-foot-five concertgoers sport shirts reading, “If you’re stuck behind me, you deserve a little treat.” Even billboards simply state, “Existing? You Deserve a Little Treat.” 

W+K Sydney said the idea was about putting a Macca’s twist on those universal micro-moments. “We all have those days where surviving summer, surviving a meeting, or surviving adulthood is enough reason for a little treat.” “The humour, the honesty, the self-awareness - it’s what makes this campaign feel alive in the real world.” 

The new drinks - Matcha Iced Latte, Strawberry Matcha Iced Latte and a hot Matcha Latte - roll out nationally from today, alongside other McCafé favourites including Iced Latte, Iced Latte Deluxe and Iced Mocha.