Campaign details
Brand: McDonald'sBrand owner: McDonald'sEntrant company: BBDO China, ShanghaiMarket: China (Mainland)Sector: Restaurants & takeawaysMedia channels: Merchandise & free gifts, Social mediaBudget: Up to 500k
Executive summary
This is a story about how McDonald's used fried chicken to connect with consumers amidst an avalanche of "we are here for you" rhetoric during COVID-19 lockdowns.
We discovered via social listening that after locking themselves at home for a month, consumers had pent-up demand for something as unremarkable as fried chicken. And responded by turning Weibo – China's Twitter...