Last year McDonald's in Australia release two new premium Angus beef burgers—the Grand Angus and the Mighty Angus—and thanks to their ad campaign the new burgers ended up being the most successful launch in the history of McDonald's Australia. In the latest episode of The Gruen Transfer, a show on Australia's ABC1 about how advertising works, a panel of experts looks at why the ad campaign (takeaway message: "A Little Bit Fancy") was successful. Watch the video after the jump.

The Gruen Transfer: Ad Crunch - Angus Beef Burgers. S3 Ep5

Those living in Australia can download the full episode at abc.net.au.