Showcase

Insight

In Azerbaijan we have a special place in our heart for chicken products and when that Chicken Crave activates, we don’t just think about chicken - it takes over everywhere until we finally satisfy that urge. If the craving is that loud, the brand that makes it - easiest, most fun, and top-of-mind answer - becomes the default choice.

Idea

“That’s the taste!” turns the craving into a character. In the TVC , the world comically “clucks” at our hero until a bite restores calm. Then we introduce a new Chicken Big Mac and its OOH/DIGITAL , with a bold question “Is that a thing?” reimagining Chicken Big Mac as the confident, talk-worthy entry point.

Execution

We sequenced a 360° rollout: (1) in-app chicken discounts to drive immediate trials; (2) TVC to establish the craving world (3) TikTok voice-controlled “cluck to jump” game to turn viewers into co-creators; a “ranking McDonald’s chicken products” Tik-Tok filter to shwocase a large variety of products (4) social reels showcasing Chicken Big Mac and broader chicken SKUs; and (5) citywide OOH for scale - all under a consistent platform look and tone.

All activations and social media content attached in pdf:

https://drive.google.com/file/d/1qY8jBwv4oxxiqyBk33slkuFbIilyqZcX/view?usp=sharing

Impact

75 Chicken Big Mac U.P.T. (+25 vs plan); +3% Great Tasting Chicken score vs last year; +2.1% Chicken Sales Share vs pre-campaign period. 25M overall social media views.