Case details
Brand: McDonald's
Brand owner: Golden Arch
Main agency: Shanghai One Star Advertising Co., Ltd., Shanghai Leo Burnett Advertising Co., Ltd.
Put on the market: Shanghai
Delivery time: April 13, 2020-May 31, 2020
Industry: Catering
Media channels: social media, short video platforms, outdoor advertising, takeaway apps
Budget: 5 million
Case summary
As a brand-new product line of McDonald's and a category challenger, Maimai Crispy Chicken has established a set of new standards for fried chicken by combining its own product advantages and insights into consumer taste upgrades, subverting the public's...