McDonald's Hong Kong Ditches Burgers for Chicken Thighs

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To launch the new crispy chicken thigh on the menu, the Quarry Bay store re-branded to 'M Chicken'
McDonald's Hong Kong Ditches Burgers for Chicken Thighs
Not a burger was in sight when a McDonald’s Quarry Bay store became ‘M Chicken’ over the busy lunchtime period on 5th December. This one of a kind McDonald’s consisted of a new look throughout the entire store, with special uniforms, menus and digital touch-points.

Customers had the chance to try McDonald’s new menu item, the Crispy Thigh, completely free of charge as part of an Extra Value Meal, including two pieces of the new chicken product, french fries and a drink. 

The Crispy Thigh launch sees McDonald’s Hong Kong further expand their chicken offering. It follows the success of McDonald’s McWings, of which approximately 60 million pieces are sold annually.

The overall launch campaign will involve extensive and integrated media including outdoor, digital, print and a TVC announcing this new addition to the McDonald’s Hong Kong menu. A dedicated online communications campaign ran during the restaurant takeover period. 

Frankie Fung, executive creative director of DDB Group Hong Kong explained the thinking behind the campaign: “We wanted to showcase how seriously McDonald’s is taking its new chicken offering, so creatively we felt this commitment was best shown by turning a restaurant famous for its burgers into a chicken-only restaurant”. 
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Agency: DDB Group Hong Kong

VP Regional Director, DDB Asia: Peter Rodenbeck

Chief Executive Officer: Andreas Krasser

Creative

Business Director: Maggie Cheung

Associate Strategy Director: Garron Chiu

Executive Creative Director: Frankie Fung

Creative Team: Tony Cheung, Poppy Yeung, Iker Lin, Man Chiu Chan, Erika Tang, Arca Liu

Account Team: Jim Leung, Irene Ho, Christy Chau, Rimmy Tang, Nickson Ng, Jeffery Leung, Anna Lam.

Digital Team: Amy Kong, Doris Law, Rita Wong, Ally Au

Head of Broadcast: Annie Tong

Media Agency: OMD

Categories: Fast food, Retail and Restaurants

DDB Asia, 9 months ago