McDonald's: The Surprise Chicken Expert

Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.

Campaign details

Brand: McDonald'sBrand owner: MHK Restaurants LimitedLead agency: DDB Group Hong KongContributing agency: OMD Hong KongMarket: Hong KongIndustries: Restaurants & takeawaysMedia channels: Online video, Other & ambient media, Outdoor, out-of-home, Product sampling, Social mediaBudget: 1 - 3 million

Executive summary

Quick-service restaurant brand McDonald's Hong Kong was missing out on the market's fastest-growing fried chicken segment: bone-in-chicken (BIC). But how does a brand that is predominantly known for its beef burgers successfully launch a chicken product when there are already heaps of other well-established...

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