Masterclassing

McDonald’s launches integrated campaign to unveil the McCrispy chicken burger  

David Murphy

McDonald’s has launched an integrated campaign to promote the introduction of  its new McCrispy chicken burger.

At the heart of the campaign, created by Leo Burnett, is a film featuring TV presenter Maya Jama, who gatecrashes intimate chicken moments, commenting on the ways different people express their love for the new McCrispy. The film features famous faces including comedian Keith Lemon, who is seen watching himself on TV whilst enjoying a McDelivery, plus actor and rapper Michael Dapaah and YouTube gamer Elz The Witch, who are shown eating a McCrispy while gaming.

The actors featuring in the film will also be appearing in ‘behind the scenes’ videos on McDonald’s social channels, created by Red. The campaign also includes radio advertising, print ads running in The Metro, The Sun and The Daily Star, plus out of home content on large format sites.

The launch is aso being supported by a number of events. Last week, 130 influencers, celebrities and footballers sampled the burger and celebrated the launch with a party at the McCrispy Gaming House. McDonald’s is also running more parties and events throughout the autumn, culminating in a partnership with the MOBO Awards in November. Ahead of launch, the McCrispy campaign has reached more than 27m social media users and Twitch streamers, and generated more than 300 media articles.

OMD has handled all media planning and buying, with PR by Red, CRM by Armadillo and point-of-purchase activity by Linney all