McDonald’s Hong Kong has launched a new campaign based on the insight that people in Hong Kong people apparently “care more about juiciness than crispiness when it comes to fried chicken.”
With this in mind, to celebrate “International Fried Chicken Day” which, in case you didn’t know it is today, McDonald’s Hong Kong, partnered with DDB Group Hong Kong, to rename the occasion “International Juicy Chicken Day”.
McDonald’s Hong Kong has added to its offerings of fried chicken in recent years with the permanent addition of McWings (of which more than 60 million are now sold a year) and “BIC”, or Bone-in-chicken (of which 10 million were sold in the first 4 months since launch late last year), to the local menu, said the brand.
According to an online survey conducted by DDB Group Hong Kong in June, Hong Kong people care greatly about the juiciness of fried chicken, with 71% of the 226 respondents rating it as the product’s most important and appealing attribute.
McDonald’s will commemorate “International Juicy Chicken Day” in Hong Kong with a print and outdoor campaign that very clearly showcases juiciness is at the heart of its fried chicken products. The key images show actual waterfalls and rivers of juiciness inside a piece of McDonald’s fried chicken. A series of social media initiatives extend the campaign, further entertaining the public with extremely catchy fried chicken tunes and dance moves.
“Bill Bernbach, one of the founders of DDB, said ‘the magic is in the product’,” said Andreas Krasser, CEO of DDB Group Hong Kong. “This campaign showcases McDonald’s fried chicken’s magic by dramatizing its juiciness, which we know matters a lot to Hong Kong consumers. We hope this will be the first of many ‘International Juicy Chicken Days’ to come.”
Agency: DDB Group Hong Kong
VP Regional Director, DDB Asia: Peter Rodenbeck
Chief Executive Officer: Andreas Krasser
Group Business Director: Maggie Cheung
Associate Strategy Director: Garron Chiu
Executive Creative Directors: Frankie Fung, Jamal Hamidi & Marco Lam
Creative Team: Tony Cheung, Iker Lin, Poppy Yeuny, Roden Chau, Ellen Wong, Man Chiu Chan & Jayden Wong
Account Team: Jim Leung & Carrie Yip
Photography and Visual Production: Ray Man Photography
Media Agency: OMD