McDonald’s: Fried chicken dropped from the heavens

McDonald's, the fast food chain, used a one-day campaign to connect with customers in China.

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...

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