Campaign details
Brand: McDonald's IndonesiaLead Agency: OMDRegion: 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 & Burger King.
The best way to do this was to launch more chicken dishes; simply because Indonesians love chicken. In 2016 alone, fast food restaurants selling chicken meals generated the most significant...