McDonald’s NZ turns leftover pickle juice into football recovery hack

McDonald’s New Zealand has found an unlikely new use for its leftover pickle juice, partnering with Auckland FC to supply players with the salty brine as a sideline recovery aid during matches.

Believed to be a global first for the fast-food giant, the initiative sees excess pickle juice from Macca’s kitchens bottled and repurposed for football players dealing with cramps mid-game.

The campaign taps into a growing sports trend where pickle juice is increasingly used by athletes, with the salty liquid believed to help trigger a neural reflex that relieves muscle cramps.

Auckland FC players and the club’s sports and nutrition team have already been trialling the product on match days, with spectators spotting bottles on the sidelines during recent fixtures.

The initiative also extended beyond professional football, with over-40s football teams across New Zealand given the chance to win their own pickle juice supply through Macca’s social channels.

Simon Kenny, head of impact and communications at McDonald’s New Zealand, said the idea emerged from noticing a growing cultural behaviour within football.

“We kept spotting players reaching for pickle juice during games and thought, we’ve got plenty of pickle juice in our kitchens,” Kenny said.

“This felt like a simple way to lean into our community and professional sponsorships with something novel and potentially a McDonald’s world first.”

Created alongside McCann New Zealand, the campaign blends sports culture, sustainability and social-first humour at a time when brands increasingly look for lightweight but culturally relevant activations.

McCann executive creative director Rory McKechnie said the campaign worked because it tapped into an existing behaviour rather than inventing one.

“Macca’s pickles are undeniably iconic so when we noticed players were reaching for pickle juice, we knew it was a behaviour we should be part of,” McKechnie said.

The activation was supported through social content, creator partnerships, earned media and an on-ground presence at Auckland FC matches.