McDonald’s has launched a new limited-time offer — the Chicken Big Mac — with a unique pop-up experience called “McDonnell’s.” The campaign, spanning various digital and physical platforms, marks the debut of a chicken-themed take on its iconic Big Mac sandwich and aims to captivate younger consumers through unconventional and engaging activations.
A Knockoff Pop-Up That Pokes Fun at the Brand Itself
The Chicken Big Mac made its first appearance at “McDonnell’s,” a parody pop-up restaurant introduced by McDonald’s in collaboration with Chain, a concept restaurant that reinvents classic eateries. The satirical pop-up, launched in Los Angeles over the weekend, presented a tongue-in-cheek nod to knockoff culture, allowing fans to experience the Chicken Big Mac in a playful setting that mimicked McDonald’s signature style. This humorous approach, according to McDonald’s, aims to create buzz and further drive interest ahead of the official nationwide launch on October 10.
Multi-Channel Marketing Efforts: Livestreams, Mini-Games, and Celebrity Engagements
McDonald’s is pulling out all the stops with a multi-channel marketing strategy that leverages influencers, livestreaming, and experiential activations. As part of the campaign, the fast-food giant has teamed up with Twitch streamer Kai Cenat, who will be debating with his celebrity friends on whether the Chicken Big Mac is truly a Big Mac or just a clever imitation. With over 13 million followers on Twitch, Cenat’s involvement is expected to bring substantial attention to the new product.
The campaign also includes a retro-style mini-game on Zynga, where players can “build” their own Chicken Big Mac. Additionally, McDonald’s is set to take over the iconic Las Vegas Sphere on October 10, transforming the massive advertising display into an eye-catching visual tribute to the Big Mac family.
Billboard Latin Music Week and a Commercial Featuring “Fresh Off the Boat” Stars
To amplify the reach of the campaign, McDonald’s will host a “Big Mac Bash” during Billboard Latin Music Week, featuring a special performance by the popular Mexican band Eslabon Armado. The event, led by Boden agency, will celebrate the Chicken Big Mac’s launch and further engage McDonald’s Latin American audience.
In a nod to its rich heritage and pop culture influence, the brand has also collaborated with the IW Group for a commercial featuring “Fresh Off the Boat” co-stars Randall Park and Hudson Yang, who will humorously weigh in on the debate over the authenticity of the Chicken Big Mac.
McDonald’s Strategy: Capitalizing on Knockoff Culture and Pop Culture Trends
The “McDonnell’s” campaign highlights McDonald’s ability to cleverly capitalize on contemporary trends such as knockoff culture, which resonates strongly with Gen Z consumers. This approach mirrors its previous campaign for Grimace’s birthday, which incorporated nostalgic references, video games, and AR experiences — a strategy that McDonald’s credited for boosting U.S. sales last year.
Despite a 0.7% decline in same-store sales in the second quarter of 2024 — the first drop since 2020 — McDonald’s continues to innovate its marketing efforts to reconnect with customers and strengthen its value propositions. The Chicken Big Mac’s launch, with its humor, celebrity tie-ins, and multi-platform push, serves as a testament to the brand’s marketing prowess and adaptability in the ever-evolving fast-food landscape.
For more details, read the full article on Marketing Dive.