McDonald’s: Mini cuts spicy chicken dance to beat the challenges

McDonald's, the fast food chain, launched more chicken dishes in Indonesia to stand out among the increasing number of new entrants.

Campaign details

Brand: McDonald's Indonesia Lead Agency: OMD Region: 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 am