In Australia, McDonald's is often called "Macca's," a quirky nickname that the fast feeder has submitted to the Macquarie Dictionary for consideration in the next edition.

Now, the company is embracing the nomenclature to celebrate its 40 years Down Under and Australia Day, which falls on Sunday, Jan. 26 this year, by changing the name of 13 of its restaurants. For a month, the signage on those restaurants will read "Macca's," while an accompanying integrated campaign developed by DDB (including a near-incomprehensible-to-us TV spot) will honor Australia.