Campaign details
Brand: McDonald'sLead Agency: OMD IndonesiaRegion: APAC
Strategy
Objective
McDonald's, a household name around the globe, is also a highly familiar brand among Indonesian consumers. But in the highly competitive Indonesian F&B market, growing at a CAGR of 7.06% over the next five years, McDonald's needed to stand out among the increasing number of new entrants and its main competitor, KFC and Burger Kings.
The best way to do this was to launch more chicken dishes, because Indonesians love chicken. In 2016 alone, fast food restaurants selling chicken meals generated the most significant sales,...